In 2000, awarded 'Best Brandy in the World' trophy at the International Wine and Spirits Competition (IWSC) and this year receiving a gold award, Imoya VSOP brandy is ready for a new look.
"We've retained the unique shaped bottle and the flint colour which unveils the liquid's rich amber colour. The iconic symbol is branded boldly on the front. With a touch of gold, its story as an African brandy is represented on the bottle and the neck label highlights the brandy's superior quality," says Adele Burmeister, category manager for the South Africa spirits portfolio at KWV.
Brandhouse Beverages is updating the packaging design of the imported Jamaican rum, to reassert the brand's heritage, authenticity and legacy. Liam Crause, brand manager for Captain Morgan Black Label says, "The rebranding is part of a global roll-out plan across the 50 markets where the brand is sold. South Africa is one of its top three leading markets and, as a key region, we are one of the first markets to implement the new look. The new package design remains tied to the 'Captain's' personality, which embodies adventure, authenticity and legendary behaviour."
The new pack design emphasises the brand's heritage and also makes Captain Morgan more prominent than before. Gold has been added to the typeface colouring to communicate quality and a crest has been added to reinvigorate the vibrancy and historical personality of the brand. Elements including gold coins, crossed swords, Henry Morgan's signature and a hand illustrated period ship now surround the Captain icon across all Captain Morgan variants.
"The brand revamp was largely implemented on the basis of research feedback from consumers. The results indicated a positive response to changing the look, and we especially received positive feedback on the enlarged and prominent figure. This is a trademark change that will essentially align Captain Morgan Black and Captain Morgan Spiced Gold," says Crause.
As part of its makeover, the brand has revamped its point of sale presence to be more virtually compelling and representative of the brand. With new emphatic typography, strong visual imagery and more vibrant colours the new look demonstrates the brand revamp.
The new pack and iconography begins rolling out in South Africa in September 2010 and will be seen across all brand communications, including on and off trade visibility, advertising, digital and more. Within 18 months, the new look will be adopted in more than 50 countries where the products are sold.
