Saluta is a modern take on South African authenticity offering a ginger flavoured value spirit aperitif (30% ABV). We were tasked to develop the brand strategy, identity and packaging for the brand as well as design all the launch go-to-market elements from communication strategy through to print.
To develop a compelling, proudly South African brand entrenched in the purpose of existing to water the roots of the bonds that bind us, creating authentic connection between brothers. The brand needed to sit alongside local and international competitors and therefore needed to deliver on cues of status. The identity and packaging needed to reflect the brands down to earth personality yet distinctive appearance reflecting an easy-going drink that can be enjoyed every day.
The name ’Saluta’ is a tribute to a traditional greeting, a brotherly salute. The brand identity was developed around the central concept of brotherhood and sharing, underpinning the connection that occurs between friends through this truly South African product. Subtle African visual cues and patterns were introduced to celebrate Saluta’s proud South African identity, while remaining modern and sophisticated to keep the identity feeling aspirational and relevant.