Kumala Reserve: A Mysterious Blend of Ancient South African Art and Wine

Bringing South African Heritage to Life through Design

When it comes to wine branding, standing out from the crowd is essential. Kumala Reserve achieves this by incorporating elements of ancient South African art into its design. From ancient rock paintings to traditional masks and fabric patterns, the brand captures the essence of South African culture and history.

Nicole Chai, the designer behind Kumala Reserve's new visual identity, explains that the goal was to create a sense of mystery and intrigue. By using rustic typefaces, cracks reminiscent of ancient rock formations, and the iconic masks often associated with ancient South African art, the design aims to evoke consumers' fantasies about the country's ancient spirit and culture.

The rebranding project began with extensive research and market analysis. Chai conducted focus groups to understand the gap between consumers' perception of the brand and the company's desired positioning. The findings revealed that while Kumala Reserve wanted to reflect its true South African character, consumers did not necessarily perceive the brand in this way.

The new visual system successfully bridges this gap by positioning Kumala Reserve as the wine choice for nonconformist young professionals who have fallen in love with South African culture. The main icon, inspired by ancient South African masks, adds a touch of mystery and charm to the brand. The warm and vibrant color palette rejuvenates the brand's serious image, making it more appealing to a younger audience.

The design is not limited to just the wine bottles; it extends to other brand elements such as business cards. The attention to detail and the incorporation of South African art throughout the brand's visual identity create a cohesive and captivating experience for consumers.

Chai faced creative challenges in finding the right balance between South African heritage and the playful mindset of young wine drinkers. The color palette played a crucial role in achieving this balance, ensuring that the design resonated with the target audience.

The Kumala Reserve rebranding project, which took place from August to October 2018, was carried out in London and Edinburgh. The result is a visually stunning and culturally rich brand that has garnered recognition in the design world. In 2019, Kumala Reserve was awarded the Iron A' Design Award in Graphics, Illustration, and Visual Communication Design. This prestigious award recognizes the brand's well-designed, practical, and innovative approach, meeting professional and industrial requirements.

With its unique blend of ancient South African art and wine, Kumala Reserve stands out as a brand that not only offers exceptional quality but also tells a captivating story. By embracing its country of origin and appealing to a younger audience, Kumala Reserve has successfully positioned itself as a wine brand that embodies the spirit and culture of South Africa.