Shelf Life: Switch coins new ID for South African Mint
Cheryl Hunter (shelflife at marklives.com)’s weekly pick of all things new — product, packaging, design, insight, food, décor and more!
- Increasing the currency of the SA Mint
- New flavours for Five Roses
- Appletiser crowns fans for its 50th
Making a mint
The South African Mint, an award-winning coin manufacturer with a worldwide reputation for appealing designs and exceptional craftsmanship, revealed its new corporate identity from Switch at the 45th World Money Fair in Berlin earlier this month.
The design of the SA Mint’s new logo and corporate identity involved a stringent development process to ensure that key criteria were met: to denote the organisation’s SA origin and its identity as a premium coin manufacturer; to convey a sense of gravitas and officialdom, as well as serve as an attestation of attributes, ranging from artistic integrity to technical excellence; and, given the timelessness of the mint’s products, to ensure that the identity remain stylistically relevant in future and scalable, too.
Says Tumi Tsehlo, managing director of the SA Mint, “We believe that our new logo and corporate identity embodies the essence of who we are and what we do. The rebranding of our identity is an outward declaration of who we are internally — we are a first-class mint with an enviable track record in coin minting and huge growth aspirations. We want the industry and the public to see this new look as a reclaiming of our rightful place in the global mint industry.
“To numismatics (coin collectors), our products embody the beauty and rich heritage of South Africa and Africa. Our bullion is of impeccable quality and known the world over, while to the currency industry we are a trusted supplier and partner, helping each client attain its currency needs and preserve the integrity of the currency product.”
Coming up roses
Five Roses and M&C Saatchi Abel Johannesburg recently launched a range of eight new flavour infusions onto a market flooded with speciality teas. Five Roses brand manager Lauren Jones tells Shelf Life why this segment continues to grow.
According to research, the high-value speciality tea segment is still showing significant volume growth, she says: “Consumer trends of taste experience, health and wellness have driven a rise in speciality teas offering new and exciting flavour and formats, and even seeing the opening of speciality tea shops. The pressure and stress of busy lifestyles, coupled with the ever-rising cost of living, has resulted in very little time to spare for small indulgences. A delicious and refreshing cup of a favourite tea fills this gap perfectly.”
The speciality segment showcases a variety of flavours and variants to suit every taste, and the Five Roses infusions range offers discerning tea-drinkers a choice of eight flavours — four of which are Ceylon-tea based, while the others include a mix of floral extracts and other flavours.
Jones adds that there is an interesting trend regarding tea consumption, where speciality and flavoured teas are encouraging younger people to experience and enjoy tea as a daily beverage of choice. Driven largely by a growing awareness of health and wellness, tea is developing a firm following among consumers who are looking for beverage options that satisfy very specific needs.
Five Roses already offers consumers premium-quality black and rooibos teas, plus green tea and other speciality ranges.
Appletiser’s golden anniversary
One of SA’s best loved heritage brands, Appletiser, marks its golden anniversary this year and, together creative agency TBWA\Hunt\Lascaris and digital creative agency Digital Arts Network, it is celebrating 50 years of success with a series of ‘crowning moments’ for loyal fans and supporters.
Over the next 10 months, Appletiser will be giving away a trip to Royal Ascot in the UK and a trip to experience New Year’s Eve in Times Square. There will also be a number of competitions for hampers, gifts and experiences to be won, plus a secret launch later this year.
Says Andrea Shuttleworth, Appletiser marketing executive, “We wanted to make sure that we celebrate our golden anniversary in the best possible way and what would be better than to crown the moment for our fans and supporters…? Without the support of the public, Appletiser as a brand would not be where it is right now.”
Keep an eye on Appletiser’s social media pages for more information.
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.
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