The new label was designed to create a premium look with a more contemporary feel, using the latest printing techniques and paper quality, while still maintaining Zonnebloem's traditional image. This was achieved by retaining all the familiar elements such as the Zonnebloem crest, font and filigree border, but recreating them using advanced print technology, foils, paper and capsules.
"While Zonnebloem has been trusted for generations for its enduring and authentic quality, the rate of new arrivals in the wine industry urged us to give the brand a facelift so that it can rise above the clutter," explains Zonnebloem brand manager Eliska Botha.
The history of Zonnebloem, one of South Africa's first major wine brands, dates back to the early part of the 18th century. Today this tradition lives on from the vineyards, tended by the same families for over three generations, to the meticulous craftsmanship in the cellar. This care and attention have resulted in a range of wines nurtured, handcrafted and slowly coaxed to perfection, until they are released at optimum quality.
It was this long-established tradition and history that challenged the advertising agency to create an original print campaign that would stand out amongst other wine advertising while positioning the Zonnebloem brand as a premium wine. Their creative solution met the challenge by dramatising the time and craftsmanship that is found in every bottle of Zonnebloem wine. To represent time, the advertisement depicts the intricate inner workings of a watch under the Zonnebloem label with the strategic pay-off line: "Quality takes time. Excellence takes a little longer."
The new Zonnebloem print campaign emphasises the slow, handcrafted positioning of the brand through the watch mechanism in the strikingly photographed bottle.
The packaging upgrade, focusing on the time-honoured aspect of the brand, will also be pulled through to point of sale material including wall art, which has apparently proved to be very effective in selected liquor outlets.
The 12-bottle cases used to dispatch the Zonnebloem wines also received a make-over to reinforce the new look and feel of the brand.
