Taste of the Karoo Design & Branding THE TASTE OF THE KAROO by The Jupiter Drawing Room South Africa

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THE TASTE OF THE KAROO

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Industry Grocery and Other foods
Media Design & Branding
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Thomas Cullinan
Copywriter Thembalethu Msibi Johannesburg
Designer Renata Vice Johannesburg
Released November 2010

Credits & Description

Category: Logo Design
Advertiser: THE TASTE OF THE KAROO
Product/Service: FOOD PRODUCT RANGE
Agency: THE JUPITER DRAWING ROOM (SOUTH AFRICA)
Date of First Appearance: Nov 4 2010
Entrant Company: THE JUPITER DRAWING ROOM (SOUTH AFRICA), Johannesburg, SOUTH AFRICA
Entry URL: http://www.tasteofthekaroo.co.za
Executive Creative Director: Thomas Cullinan (The Jupiter Drawing Room (South Africa) Johannesburg)
Head of Design: Celina Guiamaraes (The Jupiter Drawing Room (South Africa) Johannesburg)
Designer: Renata Vice (The Jupiter Drawing Room (South Africa) Johannesburg)
Copywriter: Thembalethu Msibi (The Jupiter Drawing Room (South Africa) Johannesburg)
Account Manager: Francois van der Merwe (The Jupiter Drawing Room (South Africa) Johannesburg)
Media placement: Taste of the Karoo Logo - Business Cards - 04 November 2010
Media placement: Taste of the Karoo Stationery - Envelopes, Letterheads, etc - 04 November 2010
Media placement: Taste of the Karoo Jar Labels - Condiment and Jam Jars - 04 November 2010
Media placement: Taste of the Karoo Meat Packaging Labels - Fresh and Processed Meat Packaging - 04 November 2010
Media placement: Taste of the Karoo Gift Bag Stickers - Gift Bags - 04 November 2010
Media placement: Taste of the Karoo Branded Aprons - Aprons - 04 November 2010
Media placement: Taste of the Karoo Shop Signage - Store Front - 04 November 2010
Media placement: Taste of the Karoo Display Stands - In Store & Food Expos - 04 November 2010
Media placement: Taste of the Karoo Advertising Boards - In Store & Food Expos - 04 November 2010
Media placement: Taste of the Karoo DL Sized Brochure - In Store & Food Expos - 04 November 2010

Describe the brief from the client
Our client required a brand new visual identity to launch their company and range of
food products from an iconic South African district, The Karoo.
The brand - Taste of The Karoo was created to support and distribute food products
grown and made exclusively by the inhabitants of the Karoo. The range includes a
variety of high quality, organic jams, rusks, meat, speciality vinegars and more.

Describe the challenges and key objectives
The Karoo is known for being barren, undeveloped and somewhat dessert like.
Thoughts of the Karoo, do not conjure up images of delicious, high quality food and
products. We had to change this perception and build an identity for our client that
celebrated this very land. Another challenge was how to ensure that the identity we
created would translate comfortably on different elements, without compromising
the integrity of the design and still build brand awareness. These challenges quickly
became our objective, and our fundamental intent in creating the design.

Describe how you arrived at the final design
In the Northern region of South Africa lies, upon first inspection, over 400 000
square kilometres of barren land. What one soon discovers about the Karoo is that it
is a wondrous and rich land.

The organic and distinctive line of the Karoo horizon inspired the logo design, which
we then transferred to letterheads, business cards and the food labels.
In the end, we had created an identity for the brand that hinted at the distinct
beauty of the very place where the food comes from and a suggestion of the
delicious produce.

Give some indication of how successful the outcome was in the market
The brand was launched successfully. The various products soon became firm
favourites, sold in high-end delis around the country. The online store has become a
permanent bookmark for many South Africans, as a place they can order a surprising
and delicious piece of the Karoo.