Hunters rebranded
The caution with which a big brand is often refreshed is reflected in the recent Hunters' rebranding. In these rebranding exercises, the seemingly-insignificant packaging changes might otherwise be mistaken for a spot-the-differences-between-two-picture puzzles - if, that is, it were not for the fact that they often result in significant, immediate sales gains.
The caution with which a big brand is often refreshed is reflected in the recent Hunters' rebranding. In these rebranding exercises, the seemingly-insignificant packaging changes might otherwise be mistaken for a spot-the-differences-between-two-picture puzzles - if, that is, it were not for the fact that they often result in significant, immediate sales gains.
Hunter's Gold was launched in 1988 as one of the first alternatives to beer in the SA liquor market. Following the resounding success of Hunter's Gold, Hunter's Dry was launched 10 years later, in 1998.
The recent brief from the brandowner, Distell, to Stellenbosch-based Just Design was to repackage Hunter's Gold and its brand extensions with an updated look, with clear emphasis on the premium nature of the brand.
The familiar crest and the "sociability" of the product, as well as its "comfortable resonance in both male and female consumers", had to be maintained.
Says Just Design MD, Alastair Haarhof: "To date, traditional beer cues have dominated the world of cider packaging. So it was liberating to be given the freedom to explore bottle shapes, label shapes and the shape of the logo. Achieving a premium look and feel without losing the accessible, down-to-earth nature of the brand, was key."
Haarhof says through competitor research in the local and international beer and cider markets, his team "formulated a benchmark from which their initial concept routes evolved ... key personality and tonal values, such as the logo, crest, horse and colour palette, were integrated."
Just Design says consumers have been "clearly impressed (by the new design), as initial sales figures show a marked increase in volumes across various market sectors."
Source: Hunter's Gold
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