The Brief
Along with repositioning Hazendal Wine Estate through an extensive brand strategy, we were briefed to relook their entry-level wine range, then known as De Haas.
Awarded Gold for Wine in a Series at the Wine Label Design Awards 2017
The Rationale
Research led us to believe that this wine brand could be built on a concept that represents the history and legacy of the farm and its mysterious origins. The concept we developed embodied the spirit of Christoffel Hazenwinkel — the man responsible for converting the estate into a wine farm all those years ago.
We interpreted this into a life-size character representation of Christoffel Hazenwinkel. He was presented as a Humanimal — a man with hare-like characteristics, and complete with period-accurate attire. Once the labels were produced, we rolled the concept out into a public activation and social media campaign.
FOR THIS PROJECT, I WAS RESPONSIBLE FOR:
CONCEPT DEVELOPMENT, BRAND STRATEGY, ACTIVATION PLANNING, SOCIAL MEDIA MANAGEMENT & LABEL COPYWRITING.
THIS PROJECT WAS COMPLETED IN 2017 WHILE I WORKED AS A COPYWRITER FOR WHITESPACE CREATIVE.
NINI OOSTERHUIS WAS THE LEAD DESIGNER, VICKI NORTJE WAS THE LEAD STRATEGIST & SEAN HARRISON WAS THE CREATIVE DIRECTOR.