19 Oct 2023

Rebrand of Luxury Wine Estate De Toren

PURE Creative Global was appointed to manage a complex and sensitive rebrand, for premier wine brand De-Toren. Taking the role of lead agency alongside the talented marketing team, PURE started the process by strategically mapping out the new brand positioning and brand strategy. Once established, then addressed the creative execution and production across all brand assets.

  • Rebranding
  • Brand design
  • Packaging
  • Brand Guidelines
  • Web design
  • Luxury
  • Corporate Identity
  • Wine Label Design

This project covered a wide spectrum of services, covering the brand identity to execution across all assets. More specifically, this included logo redesign, icon redesign, brand identity design, wine label design, packaging design, website design and development, brochures and communications, photography and videos, social media strategy, digital strategy, to ongoing marketing campaigns.

Included in the rebrand project was to redesign the full range of premium labels and packaging across all their ranges, starting with their most luxurious The Black Lion and Book XVII. The strategic vision of the new brand identity was to elevate an already established premium brand, to the elevated status of luxury brand.

Logo Re-Design

After detailed historic research of the region we discovered that the majestic Cape Lion, known for its magnificent black mane and its spectacular size, once roamed these lands. Utilising this information, the lion icon in the old De Toren logo was lovingly redrawn to better represent the legendary Cape Lion and to represent South African heritage, as well as courage and power in the new brand identity. The lion was placed inside a gold oval band to symbolise their quest for perfection.

Icon & Colour Strategy

The crest holds five diamond icons which represent their connection to the five Bordeaux varieties sustainably grown on the estate. Anchored by a Fleur de Li symbol which reflects the intimate connection to France and more specifically the Bordeaux region. Modern charcoal grey tones aligned with warm beige and gold hues to provide a rich and moody aesthetic. The finishing touches were to lighten the background colour from black to deep charcoal allowing the new logo and crest to shine through in shades of metallic gold and deep burgundy, representing the depth and complexity of their wines.

Custom Publication

To celebrate the relaunch of the estates new Brand and Identity Design, a custom estate magazine was created. Content covered a range of topics about the luxury estate, new manor launch, wine and food pairing and people. Designed as a hybrid print and digital magazine, the editorial design used large headlines and custom typography, complimented with an elegant colour palette and stylish photography.

Rotolabel Wine Label Design Awards - Winner of Bronze and Silver Category

The Black Lion wine label design was inspired by the magnificent black maned Cape Lion. The new vintage required a unique label and gift box design, befitting of this one-of-a-kind wine.  The new label design unpacks the story of the brand through a montage of hand-illustrated icons, revealing three unique animal faces. The illustration made use of engraving, luxury finishes, embossing, varnishes  luxury textured paper. Each bottle was then hand-numbered in a wooden frame complete with a key, symbolic of unlocking the wine’s flavour.

UX/UI Website Design

The redesign of the website formed a key part of the rebrand and new digital strategy. An improved UX/UI design implements the latest in digital design, functionality and technology. A revised booking system with content hub, delivers relevant content to a wide spectrum of visitors from wine enthusiasts to wine connoisseurs.

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