When we kicked off the process of developing a craft distillery in Kommetjie, we wanted to pay tribute to the beautiful place in which we live. So we were pretty sure that Deep South would be the name of the distillery, but we needed a logo. So we went global. For the brand development and logos, we ran a competition on a crowd-design website, where we invited designers from around the world to submit their concepts for a brand that would be a little different, a little fun, and that would link somehow to the Deep South.
We got 150 designs and submissions in a week and it was hard work to go through them all. We picked 10 favourites and circulated the designs to a sample audience with one important question: Which of these designs would entice you into buying a bottle, just because of the logo. More than two thirds of respondents said “Pick the Penguin! Pick the Penguin!”.
And so we did.
But why is it upside down?
We often invite visitors to give us their own reasons for the inversion of our penguin, and we must say, their reasons are quite a lot more colourful than the real reason. Well: the penguin as a logo was conceptualised by a young woman who lives in the Ukraine. Her reasoning was that if you live in the Deep South in the southern hemisphere, then your penguins are going to be hanging upside down, on the bottom of the world! If there were penguins in the Arctic, they would of course be upright!
We are not sure if our penguin is male or female, and it does not have a name yet, but there’s a competition in there somewhere to ask our fans and followers to help us complete his/her identity.