Design strategy with rich narratives drives the creation of a 'high craft contemporary classic' portfolio. 11 new brands launched into a highly competitive African market dominated by entrenched liquor brand leaders.

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Design strategy

..................................................................Visual identity

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Packaging

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Art direction

Liquorshop is a major liquor retail chain servicing 14 African countries. They invited me to work with them in strengthening their private label brand share throughout South African and export markets. The new brand portfolio was to challenge heavily entrenched market leaders across the continent. 

 

I partnered with key client decision-makers in gaining insights into the audience segments and regional nuances of export markets and embarked on the strategy development and positioning of the brand to stake out a new and unique sweet spot in a highly competitive retail market. 

 

The strategy was to create layered iconic brands that felt familiar yet boldly distinctive. A base of classicism and heritage grounded the brands allowing for richly entwined narratives drawing on culture, histories and geographies.

The result was a beautiful, engaging brand portfolio that hit the ground running, creating a vibrant presence in-store. Primary and secondary packaging was stacked high for dramatic floor, shelf and window displays.

 

Despite having no marketing or promotional campaigns to support their launch, the packaging created a sufficiently strong visual impact in-store that it converted consumers of competitor brands, while attracting an entirely new set of buyers. Each brand was instantly embraced by its market: the connected and style-savvy generation of consumers across Africa's metropolitan centres.

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Illustration by Doug Powell

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Illustration by Doug Powell

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Illustration by Doug Powell

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Illustrations by Doug Powell

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