Audacia Merlot 2013 'No Sulphites or Preservatives added' is the patented creation of a totally unique category of South African Wines, through the discovery of using Aspalathus Linearus (Rooibos) and Cyclopia Genistoides (Honeybush) wood in the winemaking process. Below are elements of my creative involvement in the marketing and branding of this exiting new wine.
Wine Label Design
While various campaign ideas were thrown around to promote this unique patented wine, it was decided to go with the tagline "The Essence Is In the Wood". Hence a second bottle had to be created to visually play with this tagline. This "wooden" bottle is made up of the intricate patterns of the bottom stump and root of the Rooibos plant.
As part of consumer testing and product placement in terms of pricing and shelf appeal, we took various high-end ,existing labels and placed ours among them. Below image was fitted with a questionaire and formed part of a Masters Degree research project dony by a student at the University of Stellenbosch.
6-pack packaging.
The original logo had to be ajusted slightly. The circular element was created as a "lock-up" element to strengthen the brand of the wine.
