Created in harmony with nature, within the award-winning Overberg wine region, at the foot of Africa’s southernmost mountain range, Akkedisberg Boerdery’s farm workers are now celebrated creators of their own wine. Southern Treasures Pinotage 2021 is a homage to the hidden jewels found in the Overberg Akkedisberg Valley. These are the farm-hands turned brand-owners that worked the land for decades, tending the vines, crafting the wines. A proud and persistent group of 20 men and women who went about their daily duties, living in harmony and genuine appreciation for the mountains, rivers, wildlife and surroundings. They went on to produced a quality wine label with its heart in the right place, and the secretive Akkedis lizard tributed in its illustrative layers. Shifting perceptions for conscious wine-drinkers, this is a wine that looks good on the table and does good in the world.
The Design Challenge: Overberg darling, Raka Winery created a Farm Workers Trust that enabled 20 local hardworking men and women to grow and bottle their own wine. When time came for labelling, Raka turned to partners Just Design to come up with a strategy, concept, name and label for the new brand.
Design Inspiration: The Akkedisberg trust is named for the mountain range and the range is named for the enigmatic lizard who makes the mountain his home. This secretive and beautiful creature became the design symbol for the hidden jewels of the valley.
Design Solution: Just as the brand has hidden layers, so the label was designed with hidden and discoverable details. Building on the brand essence of “more than meets the eye,” the design invites you to look deeper and see what treasures reveal themselves.
The Results: A wine that balances collectability with sustainability, with humble farm workers and sophisticated palettes, with the southernmost wine producing region in the Cape and the world. Enjoy!
- Agency/Creative: Just Design
- Article Title: Southern Treasures
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: South Africa
- Agency/Creative City: Cape Town
- Market Region: Africa
- Project Deliverables: Packaging Design
- Format: Bottle
- Industry: Food/Beverage
- Keywords: Wine Packaging
Creative Director & Designer: Thelmarie Toerien
Account Director: Liz Eksteen