ESPRIT - Rebrand
Esprit was struggling to attract young African consumers due to a weak visual presence and a lack of brand awareness. To overcome this, Esprit approached us to design a bold new visual identity that appealed to the Afro-Cool aesthetic.
Rationale
Esprit, a South African RTD with an unconventional twist, had been struggling to capture the hearts and minds of the young African market. This was mainly because of its weak visual presence and lack of brand awareness in a competitive market.
The brand decided to make a comeback and relaunch with a new and bold visual identity that appealed directly to the aesthetic of the Afro-Cool consumer.
The Afro-Cool consumer is someone who is constantly looking for new styles, who wants to stand out, and wants to experiment with experiences that make them feel authentic.
Key Visual - Colours
New flavours are regularly rotated in and introduced into circulation so a colour gradient was developed for each individual flavour in order for consumers to be able to identify a new flavour in the market.
Design Approach
Creative defined by the target audience.
Brand Guidelines
Brand Application
Where We Started
