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

JSE LogoThe 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.”










New Cadbury’s Top Deck

Cadbury's Dream Bubbly wrapper 3D biteSo, the back story is that a brown cow and a white cow met, had a “mooo-ving” romantic encounter and produced the new Cadbury’s Dairy Milk Bubbly Top Deck variant. Schweet.

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 POS

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.”

Louise MarslandShelf 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 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 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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