Live Client Brief - Backsberg
Challenge:
Backsberg used be regarded as one of South Africa’s best wine estates. However in recent years the market has been flooded with hundreds of new wine brands. The increased noise combined a loss of focus and a lack of consistent marketing left Backsberg a shadow of what it used to be. Create an integrated campaign to re-establish Backsberg as one of South Africa’s most loved wines.
Solution:
The Back Family has cultivated a belief of wholesomeness and gentle farming for over four generations. They believe in preserving nature and taking responsibility for our effect on our environment. Their wines are an extension of who they are – simple, down to earth and a pleasure to drink. And since they are South Africa’s only carbon neutral wine estate, we created a campaign that illustrates the essence of what Backsberg does, make wine our earth can afford.
Tread Lightly Packaging:
We noticed a problem with the Tread Lightly range (apart from the terrible design). Despite the bottles being lightweight, the fact that they’re packaged in PET plastic bottles does not necessarily mean that they are environmentally friendly. We fixed the hypocrisy by creating the Backsberg Brick which is essentially an Eco brick made from the Tread Lightly wine range.
The instructions found in the Raise the Roof label show how to create an eco-brick and our plan to raise the roof with the Tread Lightly eco-bricks.
We noticed a problem with the Tread Lightly range (apart from the terrible design). Despite the bottles being lightweight, the fact that they’re packaged in PET plastic bottles does not necessarily mean that they are environmentally friendly. We fixed the hypocrisy by creating the Backsberg Brick which is essentially an Eco brick made from the Tread Lightly wine range.
The instructions found in the Raise the Roof label show how to create an eco-brick and our plan to raise the roof with the Tread Lightly eco-bricks.
Backsberg Brick:
The Backsberg Brick was inspired by the efforts of Hug It Forward in South America where they have built 59 Eco-brick schools to date.
Each Tread Lightly bottle is stuffed with non-recyclable plastics till it is pretty solid with anything from chip packets to cling wrap to shopping bags. These bottles are then returned through deposit boxes in store or alternatively through recycling stations. Once enough bricks have been collected they will be used to build a school in the local community.
Raise the Roof:
When the school is finally built, an event will be held to unveil it to the public. We plan to invite a number of bloggers, environmentalists, journalists, schools, other wine estates & businesses. Basically anyone and everyone who is passionate about the environment.
It is planned to be a weekend filled with guest speakers, futuristic exhibitions, good food, interesting conversation and of course fine wine. Raise the Roof is about creating a culture that cares and position Backsberg as the wine estate that makes wine our earth can afford
Restaurant CI: Back to Basics
The restaurant at Backsberg is an extension of who they are – simple and down-to-earth. They serve delicious homely meals in a warm and friendly environment. When we visited the estate we noticed that there were a number of opportunities to give a clearer identity to the restaurant as it didn’t even have a name.
Website Facelift:
The look and feel of a website is important in communicating a brands personality. Unfortunately visitors to their current website did not get to meet the caring and down to earth Backsberg we’d come to know. The current website has a lot of quality content however it is unorganised and not easily communicated. We wanted to bring a natural easy flowing feel which captures the beauty of the estate, the down to earth nature that is Backsberg and passion the Back family has for the environment.
