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Stranger & Stranger redesigns Kumala range

The South African wine brand, Kumala, has been given a comprehensive redesign across the entire range.

The new, more premium look that has been created for the brand by international design agency Stranger & Stranger retains Kumala’s key brand imagery – a gold gekko on a black pebble –across the entire portfolio. The labels also now incorporate more premium quality cues, including the use of foil, high build gloss and improved paper stock. In addition, the range reflects a change in of colour palate, using less vivid colours and more sophisticated greys and black tones.

Amy White, marketing controller at Accolade Wines UK, says: “It has been six years since Kumala has had a comprehensive packaging review and we are delighted that the response has been so positive from retailers and consumers alike. Kumala is the only top ten wine brand to have seen growth in all of the grocery multiples in the past 52 weeks* and is currently seeing value growth of 45%* across the UK multiples. We firmly believe our investment in this packaging revitalisation, which hits the shelves this month, represents our on-going commitment to ensuring Kumala continues to lead the category.”

She continues: “The new look Kumala gives the brand a reinforced on-shelf presence and brings clear definition to the hierarchy within the range, which will help the consumer navigate through the portfolio with ease.”

Ben Jordaan, winemaker adds: “We have been fortunate to gain increased recognition from a number of international competitions for the quality of our wines over the past couple of years which reinforces our hard work in the vineyard and the winery to make stunning wine year on year.

“We believe the new packaging refreshes the image of the brand and reflects the kind of quality our consumers are enjoying.”

* Total still wine AC Nielsen data MAT to 01-Feb-2014

11 March 2014 - Felicity Murray The Drinks Report, editor