Alexander Hill

Design Energy was tasked with recreating the Alexander Hill range for Alepat Taylor. The branding was tired and old-fashioned with little support or engagement from trade or on-premise.

Usually when we work on any branding we come up with a brand name to create a story and visuals that support each other. Given the name we had to work with was old-fashioned and evoked a more traditional style 'vineyard' label our challenge was strategise on how to tell a brand story in a more modern and eye-catching way.

We believe the name should connect to the imagery, so with a modern interpretation of the 'hill' we have not only told the story, but by using a minimal colour palate with textural stock and effective gold foiling, we have created a very premium looking brand with low production costs to help increase the client's margins. As well as a creating an impactful label we also created a clean, effective brand lock – used both on the label and branded cap.

“Thank you for your assistance and practical experience in our undertaking to revamp our Alexander Hill range. After internal discussion it was plainly obvious that we had a sensational product in daggy old packaging. It was suggested internally that we change or evolve the brand only slightly. Contrary to this we threw out not only the baby, the bath water, but also the soap! Shortly after briefing Design Energy we had a series of options – all great solutions, but one of those stood out head and shoulders above the others. A classic yet clean and fresh modern look and feel, with a great twist to portraying the “hill”. Since introducing the refreshed brand to the trade three things have occurred; sales have basically tripled, our margin has grown, and clients that would not have approached the old daggy version have jumped on board. I’d call that a resounding success! Thank you.” MARK GRANT General Manager – Wholesale Alepat Taylor