The Goats do Roam brand has been produced and marketed for over 10 years. This decade has seen the ‘Goats’ brand establish itself in many markets, becoming South Africa’s leading wine brand in the United States, amongst other achievements. This has been due to the combination of innovative packaging and good quality wines.
However, the past 18 months have seen some declines in the face of economic pressures and ever-increasing big budget competition. After initial suggestions from our US agents, we decided to begin exploring label alternatives. and we have worked on this for the past six months.
One of the key concerns that was highlighted was the lack of varietals on the packaging. This was an issue, given the market’s current preference for single varietal wines. However, we strongly feel that blended wines will remain an important part of the market and we have looked to improve the packaging to highlight the benefits of blending.
Design by committee is never an easy task!
After considering a multitude of comments, viewpoints, suggestions and design options, we have arrived at a design which we all feel can be beneficial in taking this brand forward.
“Although the yellow label of the Goat that we have come to know is rather dear to me, I am happy to support the new label in markets where our agents feel that it will offer benefit to the longevity and development of the brand.” Charles Back
Packaging evolutions
The Bottle has been changed to a claret shape, providing stronger presence on the shelf. The Goats do Roam word mark has been redesigned and modernised, making it clearer to read. The Goat icon has also been redesigned and is inspired by an ancient Mesopotamian image.
The icon includes a coat of various shades, symbolizing the different components that create a quality blended wine. The triangle theme has been carried through the design, emphasizing balance both in design and wine style. The back label will now also include the blend components, with each varietal being credited with the value it contributes to the wine. This aims to highlight that the Goats do Roam wines are carefully considered when the winemakers come to blending decisions.
The Goats do Roam tale has been re-written, with the copy describing the importance and value of blending.
“The art of blending creates many of the world’s greatest wines, with only a perfect blend of grape varietals making a wine of true balance.
Our timeless goat icon, inspired by an ancient Mesopotamian artefact, symbolises the importance of balance and composition, the core of our winemaker’s art.”
I’m an old Goat myself (last name pronounced “Goaty”) and I’d love a new coat as nice as your new one too. I visited the winery while on vacation in 2007 because I was already buying the wine here in Atlanta, GA, USA. I’m a graphic designer too, so you get two thumbs up.