The brand, one of the most successful SA wine brands in the US, underwent a radical rebranding last year to "embrace its African roots" and, in this competition, was up against hundreds of rival wines from across the globe.
The judges approved and also presented Indaba with a Gold Medal for Graphic Design, a Silver Medal for Form and a Silver Medal for Style, as well as a Bronze Medal for Creativity at the awards.
The Beverage Testing Institute, founded in 1981, is America's premier source for wine, beer, and spirits reviews for consumers. It awards the best wine, beer and spirits packaging designs, which have to excel in the key categories of creativity, graphic design, style and functional innovation, as well as practicality and ergonomics.
"Receiving these industry awards is confirmation we've achieved our goal to create a design that is authentic, will resonate with consumers and truly represent the quality and deliciousness that's inside the bottle," said Molly Choi, marketing and sales EVP for Cape Classics.
Choi said the new design reflects the rich diversity of the Western Cape's floral kingdom - "a beautiful place where beautiful things grow".
The slightly muted colour choices take into consideration the way sunlight falls on the mountains of the Cape and the sun-faded affect caused by the strength of the African sun. The new brand image also draws on the region's commitment to recycling and sustainability, with the choice of paper for the label having a homemade, craft feel.
"Our team worked tirelessly to develop creative packaging that would pop on crowded shelves," said Rob Bradshaw, president & COO for Cape Classics. "In this highly competitive wine market, designs that draw consumers to brands are a key for success."
For more information, go to www.tastings.com/bti_news.html?news_id=45.
