Shelf Life: Mixed reaction to new JSE brand identity
Louise Marsland (@Louise_Marsland)’s weekly pick of recent product, packaging and design launches:
- JSE invests in new brand CI
- New Cadbury’s Top Deck
- Classic wine culture
JSE shares its new brand identity
The Johannesburg Stock Exchange (JSE) has a new and refreshed brand identity courtesy of the team at Interbrand Sampson De Villiers. This includes a new logo and website. The objective was to make the JSE brand more relevant to all stakeholders and a truly African brand.
Said Zeona Jacobs, director of issuer and investor relations at the JSE: “At the JSE we’ve been doing some serious thinking about our positioning in South Africa and the broader continent. Our visual identity needed to represent our position as a leading African exchange, showcase the strong technology component of the business, as well as being more accessible to investors.”
The key “insight” for the Interbrand Sampson De Villiers (IBSdV) team was that the JSE provides a platform to grow wealth.
As Terri-Leigh Blomeyer, IBSdV group project management director explained: “The team began by defining the JSE purpose and developed a set of brand pillars that aligned the organisation to achieve its strategic objectives externally, but also to instil a new sense of pride internally. This was our guide to align all verbal, visual and experiential expressions of the brand internally and externally.”
The new JSE logo looks like math symbols
— Kelebogile_Shoko (@Kelebogile_1406) April 15, 2014
— Laurence Ashton (@LaurenceAshton) April 15, 2014
— Kikmi (@Kikmi) April 15, 2014
@jse_group Will miss the “X” & would have evolved old logo personally. Have feeling new one, which is very progressive, will grow on me :-)
— Dale Imerman (@idale) April 15, 2014
Is it a new identity or a new font? The JSE reveals a refreshed logo http://t.co/SAmDTmzlkq
— Mandy de Waal (@mandyldewaal) April 15, 2014
— the anarchist (@f__kATM) April 14, 2014
The JSE, so in love with the hamburger navbar, and lists they’ve thrown the icons into their new logo. https://t.co/jmWfaw7ZjG
— Vincent Hofmann (@vincenthofmann) April 14, 2014
JSE gets new logo, it’s definitely different… I guess we will just have to JSCeee… http://t.co/fSiTUO8pLK
— David Fisher (@dordleman) April 14, 2014
— Martin Koch (@German_Trader) April 14, 2014
The new JSE logo is freakin awesome
— Mpho (@MphoMorales) April 14, 2014
So bored I have reviewed the JSE’s new logo. pic.twitter.com/5PnuzwaPy9
— Bradley Parsons (@wimpydad) April 14, 2014
JSE has a great new logo. It evokes the spirit of Jhb: bold & dynamic. And the E looks like Ponte. http://t.co/JidApgKMvo
— Gus Silber (@gussilber) April 14, 2014
— Yaseen (@YaseenZA) April 14, 2014
New Cadbury’s Top Deck
Cadbury’s aims to take its traditional Top Deck chocolate bar to “new heights” by wrapping light milk chocolate bubbles in a layer of white chocolate.
It’s fun and indulgence “Bubblified”, says the bubbly Meredith Kelly, Cadbury’s category lead on chocolate.
There’s a new TVC featuring the floating cows again (wonder what’s in their grass that gets them so high), as well as digital activity, PR and in store point of sale.
Cadbury Dairy Milk Bubbly Top Deck comes in re-sealable packaging and will be available in all major retailers from 1 May 2014, in 87g and 150g re-sealable packs.
Classic wine culture
Zonnebloem wine has commissioned South African industrial and interior designer, Haldane Martin, to develop a stylish range of merchandising units for restaurants, bars and retail outlets.
The designer partnership coincides with Zonnebloem’s new tagline, “Crafting contemporary classics”.
Martin’s first design for the Zonnebloem brand is a sleek, multi-functional dark, cork-topped table that also functions as an ice bucket stand. The table top can be used to hold a bottle, a decanter and a glass of wine, while the legs have been configured to support an ice bucket.
He has also created two free-standing display units for wine shops, featuring some of the same materials, including the distinctive dark cork, as well as brass fixtures.
Zonnebloem global brand manager, Dè-Mari Kellerman, explained that they wanted to capitalise on the attention the brand already receives in the market with a striking visual language that they could follow through in their print advertising.
“Martin has reinterpreted the traditional in a pleasingly modern and original way that corresponds with Zonnebloem’s approach to winemaking. His designs reflect the cardinal principles of harmony and balance evident in our wines.”
Shelf Life by Louise Marsland is a weekly column on MarkLives. Tweet new product, packaging and design launches to @louise_marsland or email her at louise.marsland at gmail.com. Want to sponsor Shelf Life? Contact us here.
Louise has written about the FMCG, media, marketing and advertising industry for 19 of her more-than-25-year career as a former editor of magazines AdVantage, Marketing Mix and Progressive Retailing, as well as websites Bizcommunity.com and FMCGFiles. She currently edits the weekly Wednesday Media & Marketing Page for The New Age newspaper and is the publishing editor of industry trendwatching portal, TRENDAFRiCA, for consumer insight, research and trends in Africa.
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