Shelf Life: Brewing up branded interiors with Inhouse
Cheryl Hunter (shelflife at marklives.com)’s weekly pick of all things new — product, packaging, design, insight, food, décor and more!
- A makeover for Wild Clover
- Wimpy launches the SLAM burger
- Sunglasses for Glenmorangie
New look for Wild Clover
Wild Clover Breweries in Stellenbosch has been given a complete facelift by design agency Inhouse Brand Architects, with the intention of bringing the brand personality alive in the newly designed restaurant, brewery and deli.
The brewery has four signature beers, each named after an animal — the Eagle Weiss Wit, Blind Mole Pils, Double Owl Ale and Black Dog Porter — and each brings its own sense of character and eccentricity to the brand.
Inhouse Brand Architects, which has recently completed The Butcher Shop & Grill Sandton, Bocca and Wagon Trail Breweries, was briefed on infusing the space with an industrial yet homely look-and-feel with the central focus being the brewery itself.
Wild Clover’s brew master, Ampie Kruger, sourced the state-of-the-art brewing system in Italy and Inhouse was asked to incorporate the brewery system into the layout and marry it with the restaurant and deli sections. The brewing room is sheathed in glass, allowing guests to view the beer-making process.
By removing a pre-existing wall, Inhouse associate director, Moiisha Viasgie, was able to connect the deli, restaurant and tasting room areas to the brewery in an open-plan manner: “One of our aims was to tie the various areas together aesthetically in order to create a sense of visual cohesion. It was also important that the brand’s personality play an integral part in the overall execution.”
The bar and tasting area display design elements such as pendant fittings suspended overhead which put the location’s name up in lights. Guests may make a quick pitstop at the feature bar, which is crafted from timber and edged with beveled tiles, to sample Wild Clover’s special brews. Another interesting feature comprises four floor-to-ceiling perspex columns, each containing an essential ingredient of beer: yeast, barely, hops and water. A hatch in the ceiling allows the ingredients to be added to each column, showcasing what the brand is all about…beer.
To create a sense of privacy, a steel screen has been installed to conceal the bathroom doors from the tasting room. The use of beer bottles built into this structure further reinforces the brand personality.
Refurbished wine barrel lids are displayed on the wall and the breweries’ four mascots, the eagle, mole, owl and dog, all make an appearance on the wooden spheres — each highlighted by hidden LEDs. The restaurant area is decorated with quirky brass pipe light fittings with comfortable leather seating offering a relaxing zone to enjoy the deli and kitchen.
Altogether, the result should be a cohesive space that truly emanates the brand’s personality.
A slam-dunk for Wimpy
Famous Brands’ fast-service restaurant, Wimpy, has created a new category of burger with the launch of the SLAM Burger, part of a campaign to assist Wimpy attain its key marketing goals.
The Slam Burger is a 150g coarsely-ground beef meatball ‘slammed’ onto the grill and then shaped by the slam press just long enough to lock in the juices and flavor.
According to Wimpy marketing manager, Luise Peters, “the SLAM Burger launch in South Africa provides Wimpy with the opportunity to expand its conversation with the mainstream market as well as grow its burger credentials.”
The new category is being introduced via a national TVC created by FCB Johannesburg’s team of executive creative director Jonathan Deeb, associate creative director Kyra Antrobus and copywriter Jessica Everson, and shot by production house Hungry Films’ Ian Difford.
Scotch whisky distiller, Glenmorangie, has formed a collaboration with Finlay & Co., manufacturers of wooden-framed sunglasses, to celebrate the oak casks that help create Glenmorangie’s whisky.
The British eyewear company has worked with American white oak wood from casks used to age Glenmorangie Original for 10 years to create bespoke sunglasses.
Dr Bill Lumsden, Glenmorangie’s director of distilling and whisky creation, says the sunglasses fashioned from these casks honour Glenmorangie Original’s ‘perfect balance and alluring complexity’.
Each pair is designed to display its unique grain and natural finish, then numbered, with the option to be personally engraved for each customer. They are priced at £300 and are available at finlayandco.com.
Cheryl Hunter (@cherylhunter) has written for the South African media, marketing and advertising industries for more than 15 years. A former editor of M&M in Independent Newspapers and contributor to Bizcommunity, AdFocus, AdReview and the Ad Annual, she has also produced for various television networks and currently consults on communication strategy and media liaison.
— MarkLives’ round-up of top ad and media industry news and opinion in your mailbox every Monday and Thursday. Sign up here!