Wednesday, 8 September, 2004
Tracy Hyams
Set to target a relatively new and untapped market sector in the USA, South African Premium Wines (SAPW) appointed global brand design agency Enterprise IG to design their identity as well as create a series of engaging and vibrant visual applications that would appeal to the younger American wine drinking market for their premium wine brand, Jabulani.
"The challenge lay in creating a powerful visual language, primarily for carton packaging doubling as point-of-sale material, impactful enough to land the favourable 'aisle end' position. It had to embody the 'African' essence of the brand but still appeal to the youthful US market, as well as convey good value for money while maintaining the reputation for the excellent quality expected of a South African wine," says Beverley Field, Senior Designer Enterprise IG.
The existing bottle labels were designed earlier by an international agency, incorporating images of easily recognisable animal hide. Enterprise IG then extended these visual applications to create a series of packaging and promotional items that would firmly position Jabulani in the USA market. "Effective packaging, especially when launching a new brand into an international market, is imperative in building the brand and developing easy recognition," adds Field.
Embodying the "essence of Africa" in a bottle, the packaging is striking, with bold visuals of a leopard, zebra and giraffe captured on a black background and can be seen throughout all promotional material ranging from a three-pack carrier case and wine boxes to posters and sales packs. A series of posters designed for the range also won first prize in the poster category at the "Art of Design 2004" awards, held earlier in August this year.
Jabulani, the Zulu word for happiness, is the first offering to be launched by holding company SAPW. This range currently comprises of three variants; Chardonnay, Cabernet Sauvignon and Merlot.
For further information:
Beverly Field, senior designer Enterprise IG, (011) 319 8000
Issued by:
Tracy Hyams
Communications Manager - Africa Middle East
Enterprise IG, The Global Brand Design Agency
Tel: +27 (0)11 319 8000
Cell: 083 414 8656
www.enterpriseig.co.za