Two Oceans has unveiled a cleaner, fresher and altogether more elegant packaging worldwide on the back of brand and packaging research.
Says brand representative Carlyn Lyons: “The globalised packaging initiative has standardised the pack look in all our markets. This gave us the opportunity to make some small adjustments to the design to ensure it continued to project a light, contemporary coastal image, while emphasising the southern coast of Africa as the geographic point where two great oceans meet.”
The new look, complete with self-adhesive, scuff-resistant labels, features a longer, narrower label with cleaner, larger and more modern type, a swish under the trademark logo and a more clearly articulated diamond, framing the coastline where the Indian and Atlantic oceans converge. Textured varnish on the label has been used to echo the movement of the sea. Colour bands create the distinction between varietals, underscored by different colour capsuling. The back label includes a map, locating the southern coastline of the Cape.
She adds that the new design also better accommodates the distinction between varietal and entry-level tiers. “It makes it easier for trade when displaying product and also for winelovers when making their choice from the range.”
“In many countries, Two Oceans bottles are closed under screwcap to meet market demand. However, in our two largest markets, Canada and South Africa, as well as in Ireland, we are still using cork closures in line with consumer preference.”
By DKC Communications.
“Designing with a conscience - in fact, living and working and playing with a conscience - and dumping products that have dubious origins or harm the environment is the way of now, as our future is already here and it ain’t looking so pretty inside. Here’s only one fact in the calamity that is being forecast by activists and scientists: we face having polar bears going extinct in our lifetimes. Do any of us want that?”
Louise Marsland, editor, www.bizcommunity.com
Take a look at Minette Willard’s blog wineflyselection. Well done Minette, and thank you!
In their book Mavericks at Work, William C. Taylor and Polly LaBarre include a very powerful question every brand owner must ask themselves. And given the current state of the global wine industry and it’s uncertain future, it’s a question every wine brand owner must answer today to better prepare for tomorrow.
That question is:
“If your company went out of business tomorrow, who would really miss your brand and why?”
The authors go on to further explain why people might miss your brand:
“Because it’s providing a product or service so unique it can’t be provided nearly as well by any other company. Because it’s created a workplace so dynamic that most employees would be hard-pressed to find a similar environment somewhere else. Because it has forged a uniquely emotional connection with customers that other companies can’t replicate”.
So, if your brand went out of business tomorrow, would any of us care? Does your brand provide such a unique product and customer experience that we would be saddened if it didn’t exist? Does your company treat it’s employees so astonishingly well that those workers would not be able to find another employer to treat them as well? Does your brand forge such unfailing emotional connections with your customers that they would fail to find another brand that could forge just as strong emotional bond?
How does your brand rate? Does your brand provide anything unique? Has your brand forged unbreakable emotional connections with it’s customers? Would anybody miss your brand if it went out of business tomorrow?
Mavericks at Work: Why the Most Original Minds in Business Win (William Morrow, October 2006).
By Mike Carter. Adapted from Would You Miss the Gap? by John Moore and posted on Brand Autopsy.
Adele Dunbar from Fairview has pointed out that the Jordan blog was missing from my list. Thanks Adele!
By Mike Carter.