The brief
Vriesenhof is a winery located in Stellenbosch, South Africa with a vision of creating great wines. Legendary ex-Springbok, Jan “Boland” Coetzee, acquired it in 1980 and produced his first batch of wine the following year. The need was to update the brand to attract a younger clientele and bring the brand online.
Logo and wine label branding
The first element that was looked at was the brand identity and wine labels. We updated the font to a Sans serif along with a bolder modern logo.
The solution
Rebrand Vriesenhof to have a tone that is cheeky but still professional and cultured. This voice and the rebranding of the label and logo aren’t meant to take away from the high-quality workmanship of the wine itself; instead, they position Vriesenhof Vineyards as an existing brand that’s done a shakeup to be in line with the now more-digital means of communication in marketing. So, while the brand is playing a lot more in the digital space, its messaging remains old-school in thinking.
Social media
The next step was to help create a social media presence to help consumers connect with the brand as well as introduce a new tone of voice that’s cheeky but still professional and cultured like a wine.
PR campaign for brand launch
A photocopied hand-written letter was posted to the core Cape Town areas, inviting local wine-lovers to come and sample the range at a nearby restaurant. The playfulness of the new voice is seen with the word “Chardonnay” being written in blue and highlighted, just like a hyperlink would be if the invite had been sent digitally.
The wine tasting
Interactive background - Where customers and wine connoisseurs could interact with cheeky speech bubbles that would create instagrammable moments which will be shared on social media.
Signs and table talkers - Using playful ways to create points of interest as well as provide information.
Brochure - Tells the story of the farm and highlights tasting notes of each wine in the range, using hand-drawn elements of popular platforms such as ‘ Facebook, Instagram, and Google.
Stickers - To encourage the customer to rhymé everything with Chardonnay.
Agency: 3Verse Copy: Kathleen Jonas & Claire Tanner-Roberts
AD: Charne Alexander & Lea Terblanche JAD: Peni Buckton ECD: Ivan Johnson Integration Director: Joanne Stone
Production: Raygaanah Kippie Strategy: Kay Orlandi
Client Service Director: Andrew Alexander