As ULTRA LIQUORS continues to progress by entering new markets, reaching new customers, and expanding nationwide, it was essential for the brand to evolve alongside the business. Ultra Liquors engaged us to help them develop their brand offering across both company-owned and franchise operations, ensuring a clear consumer value proposition and a defined market role as the leading hybrid liquor business in South Africa. Our goal was to capture new audiences while maintaining the loyalty and satisfaction of existing customers.
The project involved conducting a detailed audit of their brand, reinforcing their brand strategy of "BIG ON LIQUORS, BIG ON SAVINGS," and revisiting their brand architecture. This allowed the franchise offering to coexist with wholesale operations while ensuring brand consistency across all offerings. The task was not to add new elements but to eliminate any aspects of brand expression that caused confusion and failed to emphasise their focus on being "BIG ON LIQUORS." The branding exercise enabled Ultra Liquors to capture the core purpose of the business and provided a fundamental platform for growth. This supported store expansion, growth of their customer base, and increased value for their suppliers.
Brand Statement
