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Just Design and the Hunters rebrand - refreshing the refresher

The call to repackage Hunter's and its brand extensions went out to Just Design last year. An updated, contemporary look with clear emphasis on the premium nature of the brand had to be achieved in an effort to generate new consumers. The familiar brand iconography and the sociability of the product, as well as its comfortable resonance in both male and female consumers had to be maintained in order to retain the current consumer base.
Just Design and the Hunters rebrand - refreshing the refresher
Says Just Design MD, Alastair Haarhoff, "To date, traditional beer cues have dominated the world of cider packaging. So it was liberating to be given the freedom to explore a more relevant approach."

Achieving a premium look and feel without losing the accessible, down-to-earth nature of the brand was key. Put simply, Hunters needed refreshing, and the Just Design team with its focused, calculated design ethos, is as fresh as you get.

Through competitor research within the local and international beer and cider markets, the Just Design team were able to formulate a benchmark from which their initial concept routes evolved. Key personality and tonal values, such as the logo, crest, horse and colour palette were integrated within a more contemporary brand essence.

Following client approval, the Just Design team supported the production process for the labels and tertiary packaging, so that they literally guided the new look Hunters on to shelf. And into bar fridges all over South Africa. And the ice buckets of dinner parties. And the cooler boxes of camp sites. And ultimately in to the hands of South Africa's social, upwardly mobile men and women in need of premium refreshment.

Consumers were clearly impressed, as initial sales figures show a marked increase in volumes across various market sectors. Refreshing stuff indeed.

17 Mar 2011 11:27