Winemakers On Fire, Issue #70

Hello, fellow wine lovers!

This week, Winemakers On Fire dives into the enchanting world of winemaking and branding, revealing the telltale signs that your brand needs a refresh. Can a little facelift breathe new life into your brand, helping it stay relevant in an ever-changing market?

But before we uncork the secrets of brand equity management, let's celebrate the stunning rebrand of De Krans Wine Cellar by creative John Pace.

Read on to hear John Pace’s firsthand account of his journey to De Krans, uncovering the truth behind the buffalo on the label and the decision to break free from the restrictive confines of a square design.

So, grab a glass of your favourite wine, kick back, and enjoy our blend of wine-soaked insights and savoury stories. Cheers to staying fresh and on top of your game!

“It is important to share your thinking journey with your client; you want to work together... and lead them into where you believe the brand should be.”

Let’s dive in.

The Telltale Signs Your Brand Needs a Refresh

"A brand refresh is the breath of fresh air your brand needs to stay fresh and relevant." 

Many brands find themselves in a crisis. Sales are declining, market share is slipping, and customers are moving on to competitors. But what if I told you there was a way to turn things around? It’s called a brand refresh.

According to branding experts, a good rule of thumb is to consider a brand refresh every 3-5 years. This keeps your brand looking youthful without erasing its history and identity.

But how do you know when it’s time for a refresh? Declining sales, lost market share, shifting consumer preferences, and product line expansion are all signs that it’s time to give your brand a facelift.

Keep in mind that a brand refresh isn’t about reinventing the wheel but rather giving it a fresh spin. You’ll want to preserve your brand’s core values and messaging while still staying current and relevant. This process of balancing the old with the new is known as brand equity management. And if you notice any of the warning signs we discussed, consider a brand refresh.

Don't underestimate the power of a little nip and tuck. You may be surprised at how a small tweak here and there can rejuvenate your brand, keeping it strong and relevant amidst the shifting winds of the marketplace.

Take a moment to ponder the potential benefits of a brand refresh for your company. Consider starting the planning process now to ensure your brand remains vibrant and competitive in today's ever-changing landscape.

Pro Tip: If you’re expanding your product line, consider a brand refresh at the same time. This will ensure that your brand remains strong and resilient, even as your product offerings change.

Rekindling Brand Identity: De Krans Unveils a Stunning Rebrand by John Pace

De Krans Wine Cellar is situated along the upper reaches of the picturesque Gamka River Valley near Calitzdorp. The history of the farm dates back to 1890, when it was purchased by the Nel family. Since 1985, most of the classic Portuguese port and wine varieties have been planted. De Krans is widely known as one of the leading port-style wine producers, as well as one of the most innovative cellars in South Africa.

De Krans was the first in South Africa to produce a Touriga Nacional as a dry red wine, making the first Pink port-style wine as well as the first perlé Moscato wine in South Africa. De Krans has recently been awarded for its innovation, winning the Most Innovative Wine Award for the De Krans Espresso at the Michelangelo International Wine Awards.

John Pace shares his story of the De Krans rebrand:

It was on the 24th of May 2023 when I received an inquiry from Boets Nel of De Krans Wines about some rebranding. For those who don't know, De Krans is in Calitzdorp, 375 km from Cape Town, a journey of 4.5 hours.

Receiving a call from a potential new client is a fantastic feeling, so a few weeks later I drove out to meet Boets. I wanted to see “De Krans” (the cliff) and find out why there was a buffalo on the label. In my head, I was going to illustrate the cliff in fine pen and ink, giving the place an origin.

Upon getting there...  a cliff it was not. A hill would be a more accurate description. De Krans was a portion of land that came from Buffeslvlei farm at the turn of the century, hence the buffalo. The buffalo needed to be powerful and majestic, standing on a hill sniffing for danger.

The Muscato range was my first project, a range of perlé wines, and very popular in KZN. The current label had not been changed for 12 years, Boets tells me. It depicted the four seasons, with each one firmly placed in a square.

To improve the label, I removed the square; it was too binding and offered little room for change. Boets was quite open to change, and so away went the square, allowing for some freedom in design.

It is important to share your thinking journey with your client; you want to work together... and lead them into where you believe the brand should be.

The final designs are still the four seasons but portrayed in a more contemporary manner with a smudge of metallic ink in the background to hold the seasons together.

Boets and I got along extremely well, and it was worth every penny of petrol driving out to meet him. I hope this story inspires a new winemaker to contact me, because there is nothing finer than a small canvas measuring 10x10 cm—known as a wine label.

Did you miss last week’s newsletter? We featured Croatian heritage and Kiwi innovation: the inspiring journey of wine vintner and entrepreneur Eva Pemper. Read!

Until next Tuesday, keep your glass full and your taste buds curious.