Huntley Cooper

Brand strategy, trademark and packaging design for Shoprite Checkers

Huntley Cooper is a Shoprite Checkers private label brand and comprises a tiered range of beverages and coolers developed for South African and African markets. LiquorShop, the liquor brand of the Shoprite Checkers Group, commissioned ID&B to work on the brand naming and to develop the trademark, brand identity system and packaging design for their private label range of cocktails and spirit coolers. The Huntley Cooper brand salutes classicism and heritage while its contemporary visual language and vibrant colour palette speak clearly to the mobile generation across the metropolitan centres of South Africa and Africa. ID&B worked with Doug Powell who rendered the iconic hand crafted heraldic device which served to anchor the upbeat bold cosmopolitan brand in quality and tradition ‘remixed’.

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