The Design Challenge
In recent years, Drostdy Hof has undergone numerous re-designs, with a negative knock-on for brand equity In Sweden. In order to rectify this, Just Design preformed a brand development exercise where the new positioning is interpreted in the concept statement: Everyone is Welcome.

Design Inspiration
Drostdy Hof is the epitome of the Scandinavian lifestyle trend: “Hygge.”
We developed the visual and pack expression of “always welcome in our home”; bringing comfort and approachability to all occasions; being relaxed, warm and inviting since 1804.

Design Solution
By bringing in an outdoor view from a favourite window, we treat the pack as a piece of art ~ appealing to sophisticated visual audiences. The design is ultra-modern and speaks to the next trend in wine, while creating a feeling of hospitality. We invite people in with visual drawcards that they have to come closer to discover and enjoy. For finishes, we added matt and gloss varnishes to add some depth to the pattern borders and used a gold foil to add premium cues.
Overall a more Lifestyle orientated look.

The Result
The Drostdy Hof brand has been modernised and made relevant; bringing a warmth and generosity that recruits younger drinkers and ensures the longevity of the brand.

“Welcome to a life of open windows, open spaces and nature on the doorstep. Always positive, always shareworthy, inclusive to all. A home built on good values and high ideals of sustainability and ethical practice. Where people live in respect and neighborliness; and every vista inspires living more fully.

Relaxed and authentic, this is an invitation for anyone and everyone to take a moment to pause, to savour trusted quality, simple pleasures, and easy living. As the home of quintessential South African wines, Drostdy Hof exudes the warmth and hospitality that is so alive in sunny South Africa.

Our range of expertly crafted, flavourful wines have been trusted as the perfect accompaniment to any moment since 1804. As they are welcomed into homes around the world, they bring people together, creating space for warm conversations, joyful connections, shared meals, trusted companionship, true hospitality – generous and abundant – a home full of heart.”