MetropolitanRepublic's design team, led by Liam Longland, relied on classic design principles and techniques to navigate the brand refresh journey. The team says that it focused on understanding the relationship between Eskort and South Africans and reflecting it in the new corporate identity.
For the new positioning, the team created typefaces, iconography and illustrations to build an entirely new visual system for the brand.
"Simply put, the brand essence is what led us to the brand identity. For generations, it's been the bacon in our breakfast, the russian in our kota, the polony in our padkos and the banger in our mash," says Longland.
"To come up with the new visual language, we took truly South Africa cues from the occasions at which its citizens come together to share a meal or snack and rebranded Eskort with them all," adds Longland.
Paul Warner, founder of MetropolitanRepublic, says, "The brand refresh is a vital component of the new creative platform we've developed alongside the Eskort marketing team to revitalise the pork category."
"Eskort could be described as an unsung hero in that it has never been an aggressive marketer but has nevertheless gained the trust and support of consumers from all walks of life to become a staple in the South African fridge," adds Warner.
"With the new brand CI, we wanted to tap into a South African lexicon and modern-day culture to develop a fresh Eskort visual language that we can weave into our new creative platform," says Warner.
"Longland and the team have done an exceptional job to deliver work that will ensure Eskort solidifies its rightful position in the hearts and minds of South African consumers," concludes Warner.
For more information, visit
www.eskort.com. You can also follow Eskort on
Facebook or on
Instagram.