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Epic Lion balances history and modernity for one of SA’s most iconic brands.

Heritage brands are steeped in tradition with rich layers of craftsmanship, quality, and trust built over time. Yet, to thrive in the future, they must connect with younger audiences and stand out in an ever-evolving world. Branding specialists, Epic Lion, find that updating a heritage brand’s visual language requires a delicate balance. Familiar elements must be preserved to maintain brand equity, while updates must reflect current tastes, digital formats, and cultural shifts. Too much change risks alienating loyal consumers; too little can leave the brand feeling dated or out of touch.

The balance between preservation and evolution is at the heart of refreshing a heritage brand.

For an icon brand like Nederburg, the goal is refinement not reinvention. With a 230-year legacy, the challenge lies in evolving the brand’s highly valuable equity and primary assets to resonate with a new generation of wine lovers. Enhancing what works, whilst staying true to the soul of the brand.

At the heart of the refresh is the logo, made up of an angled wordmark and boldly reworked crest. The wordmark is redrawn by hand, preserving recognisable letterforms while introducing a custom typeface that feels elegant, energetic, suited to digital use and unique to Nederburg. It is bolder, more flexible, and confidently fills space in striking new ways. The historic crest is simplified for clarity and impact. Key shapes are retained for familiarity, the date-mark is amplified to highlight legacy, and detailing is cleaned up to boost ownability and distinctiveness. The redesigned crest now stands strong even without the wordmark, functioning as a distinctive and dynamic lifestyle asset for the brand.

Owning the signature colour red is one of the most punchy aspects of the new branding, becoming a core visual signifier in all environments. Flanked by touches of white, gold and black; the premium colour palette brings sophistication, vibrancy and unity to the identity without overwhelming it. Imagery plays a key role in connecting with younger audiences and Nederburg’s new visual approach depicts real, unscripted moments where natural light and tones reinforce the brand’s authenticity.

Balance is key: tradition with freshness, sophistication with approachability.

With the foundational system in place, Epic Lion worked closely with their strategic partner, Just Design, to evolve the packaging: reducing clutter, improving hierarchy, and integrating the refreshed assets. The result is simplified labels where every element works towards brand distinctiveness. Beyond this, the Nederburg brand team is using the updated look-and-feel in their campaigns and communications. The new brand identity stretches confidently across all touchpoints – from bottles to digital to the Nederburg Brand Home – creating a unified, curated presence that strengthens brand recognition, ignites curiosity and excitement, and future-proofs the brand.

As brands navigate generational shifts and an increasingly digital world, heritage brands must find ways to remain relevant without losing their roots. Epic Lion’s work with Nederburg shows how thoughtful design can bridge legacy and modernity to preserve the emotional resonance of a storied past while creating space for new audiences to connect. It’s this ability to evolve with authenticity that ensures heritage brands not only endure but are timeless and relevant, now and into the future.

Contact:

Instagram: @epiclionagency

Facebook: @epiclionagency

LinkedIn: @epic-lion

14 Jul 2025 10:55

 

Some of the world’s most exciting growth markets are in Southern and East Africa. Urbanisation, digitalisation and global access are shifting mindsets and linking people to broader prospects and income potential. Out of this, a middle class emerges that is optimistic about the future, has access to more opportunities than previous generations, and is generally curious and hungry for exciting new offerings.

From a business perspective, there is limited innovation and little competition; in other words, the perfect set up for new brands to come in and take the lead. Building brands from scratch, testing and optimising these exciting opportunities is part of the speciality of branding agency, Epic Lion. By connecting to the beat, vibrancy and tempo of modern-day African markets, Epic Lion are uniquely placed to create brands that balance the magic with logic ensuring they always build brands that not only have a clear purpose but also drive commercial success.

 

SOGO: Designed to be dynamically different

When it came to developing the new fuel-stop brand for Zimbabwe, Epic Lion worked closely with the team on a brand strategy. Based on the insight that fuel stations in this market are typically functional with limited experiential extras, the brand was positioned to make refilling not only better in every way but also a feel-good experience. Delivering a fresh, friendly brand and bringing the concept of “service station” to life.

Epic Lion set about building a brand that is different to the existing brandscape. The name and identity link closely to the parent brand, whilst translating into the modern consumer space through a dynamic and contemporary design system. The identity extends to forecourts as well as a digital presence. SOGO gives Zimbabweans the service excellence they need to get ahead in life.

 

VIVI: Kenyan fragrance house, supporting local entrepreneurship

Kenyans love fragrances and see scent as an important part of personal care and self-expression but previously there are no mid-range everyday fragrance options available. Epic Lion and the brand team worked off market insights to generate a comprehensive brand strategy hinging on being accessible and affordable, offering long-lasting popular scents, evocative packaging and spreading the joy of fragrance.

The strategy provided a springboard for developing the name VIVI and a new vibrant brand identity; designed for Everyday Luxury. Beautiful packaging offers an unboxing experience without adding too much cost. This new award-winning identity included developing a sales platform that elevates local entrepreneurs by partnering small-scale business owners. They are the representatives of the brand and are highly valued and rewarded with a high percentage.

 

What’s new and next?

Branding for modern Africa means crafting distinctive identities that celebrate the vibrancy, innovation, and creativity of her people. Eager for new products and experiences, these markets respond to different brand cues and visual signifiers when compared to developed markets. They are optimistic and world-aware, and choose brands that help them project an image that reflects their sense of identity. Brands that work strategically to understand and design for African markets, confidently and positively, are making their own destiny and have a bright future ahead.

 

Epic Lion is a strategic brand and digital design agency founded by an experienced and internationally awarded team based in Johannesburg, Stellenbosch and London.

Contact:

 paul@epiclionagency.com

+27 (011) 234 4249

 www.epiclionagency.com

Instagram: @epiclionagency

Facebook: @epiclionagency

LinkedIn: @epic-lion