Cape is a refreshing soft drink whose core ingredient, rooibos, is a plant native to the Western Cape in South Africa.
Unlike many competitors who communicate a generic healthy message, the Cape brand celebrates the ‘feel-good’ Capetonian lifestyle through a vibrant visual language and engaging content that resonates with the target audience of savvy 18 – 30 year-olds. This is best expressed through the colourful illustration on the cans and in a series of films created in collaboration with Sam Robinson. These evocative films perfectly encapsulate the brand spirit, and provide a suite of tailored online content, all of which sits under the brand strapline ‘Rooted in Cape Town’.
We continue to work with Cape to grow the brand.