New highly competitive consumer proposition across portfolio of beverage brands for liquor chain within Africa's largest retail group

Liquorshop is a major liquor retail chain servicing 14 African countries. I was invited to partner 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. 


Working closely with client decision-makers enabled us to embed rare audience insights and regional nuances into the new brands. The result was an aggressively competitive portfolio of brands to attract consumers through a range of emotive propositions in a highly competitive retail market. 

  • Portfolio brand strategy, positioning

  • Value proposition per product

  • Portfolio brand narrative and personality creation 

  • Portfolio competitive benchmarking

  • Creation of portfolio of new beverage brands - naming, trademark, visual identity, packaging

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Illustration by Doug Powell

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Radloff vodka mock up copy.png
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Illustration by Doug Powell

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Illustrations by Doug Powell

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