Label Rationale

In resolving a credible and sustainable identity for Paul Cluver Wines the following criteria were established in order to fulfil the desired objectives i.e. what make Paul Cluver Wines unique and/or different.

A) THE FAMILY - Paul Cluver Wines are a family owned and managed Estate.

B) THE HERITAGE - The Cluver family heritage extends back many centuries. The farm De Rust has its own heritage dating back to 1896.

C) THE TERROIR - Elgin has a unique meso-climate ideally suited to the production of premium wines (re climate, soils and aspects)

D) THE WINES - The wines are handcrafted, Estate grown and made and not mass-produced.

The logotype is based on the principles of the illuminated letter, which dates back to the first written books. Historically it was used only for the first initial. License has been taken to incorporate the founding date of the farm, Paul Cluver and Elgin all of which are of primary importance from a brand communication point of view - the logotype also could have the impression of an ex libris which further personalises the communication.

The original family crest was retained but redrawn in order to function effectively from a practical and production point of view. More emphasis was given to the 7 flags, which coincidentally could also symbolise the 7 Cluver family members. The linear treatment is replaced with a more graphic artwork, which allows the crest to function effectively as a single colour entity. The refined crest was ultimately "aged" to give it a rough more handcrafted appeal.

The packaging is intended to portray a classical, timeless and handcrafted image. The Paul Cluver logotype is the primary focus as this is the most important from a brand communication point of view. The secondary focus is the base label, which incorporates the vintage, varietal, and Estate Wine. The family crest is used as a seal intentionally positioned off centre. Historically most seals are used in this manner. This also serves to draw the purchaser to the "back label" which is a continuation of the front label. This communicates the family heritage and is necessary to complete the overall identity. The back label is no longer an after thought or necessary practicality but an integral part of the overall communication. The statutory information is contained in an intentionally simple and practical label.

The packaging displays a humble, subtle, handcrafted feel with strong brand identity both in name and shape. The wrap around label is an innovation which adds a further dimension to the overall appeal which is necessary in a visually, highly competitive market place. We believe the proposals reflect both the integrity of the Cluver family and the character of the wines and have the intrinsic value to be built into a strong credible long-term brand.

Paul Cluver Wine Estate