Revamping a wine brand is a major step, especially for an established label that has been around for some time and has built up a loyal following and a definite presence in the local and international marketplace. Such is the case with Org de Rac, the organic wine farm in the Swartland region of South Africa which is also one of the oldest organic wine brands in the country.
Now in its 20th year of wine-farming, Org de Rac has taken the step of revitalising its labels to better reflect the farm’s sense of place as well as to provide the wine consumer with a vivid and appealing label for its range of award-winning wines. And what better time to do so than this year, the year when Org de Rac celebrates its 20th anniversary. Together with the expansion of Org de Rac’s hospitality offerings and a more modern, livelier approach to consumer-driven marketing, the new visual-look to be found on our packaging later this year will strengthen Org de Rac’s position on the wine-shelf. Here, the wine quality that is found in the bottle will be boosted by an appealing label-design that will add allure to the brand.
Although wine quality is the most important aspect for any brand, the look and feel of your packaging plays a critical role in attracting the interest of the customer. There are over 7 000 different wine labels in South Africa alone, so in this competitive environment it is of the utmost importance to ensure that the contents of the bottle are underscored by an attractive packaging proposition.
And at Org de Rac we think we have found the right label for our wines, a look that is modern and attention-grabbing, while – like our wines – remains classy and elegant. The etching of the atmospheric grape-vine that has been a part of our packaging from the outset has been maintained and brough to the fore in now dominating the label. But to this we have added beautiful colours reflecting the shades and hues we experience on our very special place, that is Org de Rac. From the blue of our skies, the green of the cover-crops after the winter rains; to the golden hue of autumn and the red-purple of our red wines…these natural colours are off-set by a white band clearly indication Org de Rac, bringing our name to the fore in the arty elegance of the each label.
It has taken months of effort between our marketing team and the designer to find the right look with which to send our wines out into the world. But now we have found it. The more we look at the new labels, the more we like them. And there is nothing to beat the excitement of entering a new phase for Org de Rac with a new aesthetic look.