Awash wine, one of the country’s market leaders within the wine industry saw the opportunity to launch a premium wine; the GEBETA white and red wine. However, they knew their corporate branding did not give them a strong stand to launch a premium brand.

We first used a CSR partnership to bring positive visibility to the firm through the engagement with Jazzamba music school. We then designed the brand fundamentals—from the product to the visual identity. Following the brand development, we produced the communications for launch including innovative consumer and outlet engagement. We took Awash’s consumer relationship to the next level through an innovative co-branding initiative, Esset. Our strategy restored the corporate perceptions, developed the premium brand, launched it and grew its resonance. The Gebeta premium collection not only established itself in the market, but it also became a driver of Awash’s position as a firm.