An icon re-invented

Background

For the last 33 years, Norman Goodfellows has been Jo’burg’s premier wine and spirits merchant to the trade and consumer, supplying the finest restaurants, hottest parties and hippest events in Egoli. The widest range of local and international wines, whiskies, bubbles, liqueurs and beers grace the shelves of each branch, complimented by service above and beyond expectations and the best prices in town.

Challenge

After 33 years the original identity was losing its relevance, felt tired and lacked consistency. Norman Goodfellows wanted to explore an evolution of the brand that would stay true to its legacy and form the foundation of a strategy to expand market share and last well into the next 3 decades.

Solution

We engaged Norman Goodfellows in our full brand strategy process. After a period of extensive research, we developed and delivered a brand strategy, Big Idea and creative brief that guided the development of the new brand mark, visual language and business ‘personality’. This new brand identity was subsequently rolled out to numerous touchpoints from uniforms to a state of the art website.