In 2007, Touch Branding developed the brand name, brand claim/descriptor and full product identity for the South African wine label Phant. The goal was to play the South African origin card openly but cleverly, focusing on customers’ desire to live a full-flavoured life. The brand name helps Phant position itself as a fun brand, avoiding the seriousness and over-sophistication that most premium wine brands are built upon. The following pictures show the first phase of the project—development of the brand name and rough sketches of the wine label for each name concept.

The final product identity of the Phant wine label, avoiding the over-seriousness prevalent among most premium wine brands

The selected brand name concept—a shortened version of the word Elephant

A rough sketch of the wine label for the selected brand name, Phant

Brand name concept no. 2

A rough sketch of the wine label for the Borwa brand name concept

Brand name concept no. 3

A rough sketch of the wine label for the VinVin brand name concept

Brand name concept no. 4

Brand name concept no. 5

Brand name concept no. 6