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Branding company news

Wild Island receives a brand and packaging upgrade

South African beverage manufacturer, The Ceres Beverage Company, approached Cape Town-based strategic design agency, Red Crown, to evaluate and to upgrade their existing Wild Island range of concentrated fruit juice blends.

The brief from the client was to look at ways of improving the look and feel of the brand on shelf, without compromising the integrity of the brand. Red Crown suggested a design update, as well as a substrate and bottle upgrade.

"On reviewing the existing packaging it was clear that the brand did not perform in terms of value perception from a consumer point of view, especially compared to the opposition products on shelf. We suggested a move away from the old fashioned textured bottle to a smoother finish bottle with a label that is printed on a thicker substrate - this immediately lifted the value perception of the brand, and gave it a modern look and feel," says Aardt Davidtz, managing director.

As an agency that advocates brand-led design, we suggested moving the closures to yellow, which matches the label and brand colour and therefore creates a stronger brand presence on shelf. The graphic design on the label was upgraded with a modern illustration, using a solid yellow background with a bigger logo to enhance the brand's presence amongst its competitors. Typography was updated as well as the pack architecture, which now lends itself to a much more consistent design across the different ranges.

The result is that of a slightly more sophisticated feeling with a more prominent brand design and packaging that supports the quality of the product inside.


Red Crown Design's press office

Red Crown Design
Red Crown is a strategic design agency. We provide creative solutions through brand and packaging design. We think differently, combining strategic and creative skills to define and create inspirational brands.
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