Brand repositioning is an ideal way for every business to innovate, reinvigorate, update, recalibrate, or just simply fend off the competition to highlight its supremacy and unique selling proposition. This is helpful for a business to reach a specific type of consumer or customer and deliver benefits that meet the needs of different key target groups and users.
On the 16th of November 2022, South African Breweries(SAB) launched its new logo. After months of deliberation, the SAB team decided to reposition their brand by launching a new logo that represents a positive outlook for the country. According to SAB Corporate Brand Director Sphe Vundla, this reintroduction of SAB to South Africa is long overdue.
The new logo shows a fuller circle with a more modern font and a catchy slogan.”We are seeing a future with more cheers, so the gold arc represents the passion we have for the beer, the red is the passion for the country, and where the two meet is where passion meets purpose, and our purpose is to really propel this country forward,” said Zoleka Lisa, vice-president of corporate affairs for SAB.
Richard Rivett-Carnac, Chief Executive Officer said the revealing of the logo was an opportunity to not only talk about the new logo but also a moment to recognize the three pillars of the company, which are natural ingredients, inclusivity, and localization.
He highlighted that SAB produces products that are made from natural ingredients and spoke about why the brewery company is geared towards a more inclusive and diverse environment for employees. Lastly, he briefly touched on how they plan to continue implementing their localization strategy which focuses on including close to 100% local South African SSME suppliers.
“ Our big dream is to contribute meaningfully to the growth of South Africa. We are very optimistic and positive about the future of the country. This repositioning is really about that big dreamland speaking to us and getting the strategy right so that we can achieve it. This repositioning is the start of that,” concluded Rivett -Carnac.
