SoetKaroo \\ Brand Overhaul
Located in the picturesque Karoo hamlet of Prince Albert is a little wine farm called SoetKaroo. It’s where husband and wife team Herman and Susan Perold make dessert wine from a rare variety of red Hanepoot grapes – it’s what gives the wine a distinct rosy-pink colour and sets it apart from myriad larger volume competitors.
Their visual identity and online presence was found as bland as their wine is beautiful, and they are neglecting the one feature that sets them apart: their story.
We created a brand identity with a quaint and quirky personality that celebrates Herman and Susan’s Afrikaans heritage as well as the artisanal nature of their products.
The new identity reminds people that dessert wine is a drink for a special occasion in its own right, and worthy of being a special gift for loved ones. After all, SoetKaroo is meant to be a collector's item. Something you want to share and keep; a wine experience that's bitter sweet.