The Black Crown – Crowned Escape New Look

More premium, more modern,” says Brand Director Candice, with a redesigned crown that brings the brand’s African heritage closer to the forefront.

From Workshop Bushywopp’s creative workshop to sets by Ezra, Stixx, Success SA, Lutho, Nikki & Swazi, the experience brought culture, creativity and sound into one room.

Q1: Today is the launch event for the official reveal of the new pack. Would you be able to tell how the reception has been from consumers?

The response has been really encouraging. People are noticing that the pack feels more premium and modern, while still recognising it as Black Crown. We are also seeing it appeal more comfortably across both men and women, which was important for us.

Q2: Tell us about the inspiration behind Black Crown’s new pack? What was the creative thinking behind the new look?

The liquid has always been great. We felt it was time for the packaging to catch up. The crown is our most recognisable asset. We evolved the crown because it’s the symbol of the brand, and we wanted it to feel more modern, more premium, more African and representative of where Black Crown is today.

At the same time, we wanted to be clearer about something that’s always been true to Black Crown. It’s crafted with real African gin. That’s a point of difference we’re proud of, and the new pack gives us the opportunity to celebrate that story much more boldly.

Q3: The launch brings together influencers and a lead campaign creative. How have these creative voices helped bring the new Black Crown identity to life?

Our influencers bring their own perspectives, communities and creative energy to the campaign. Rather than simply placing the brand in front of our audience, our influencers helped us tell the story of putting your crown on ice in a more relatable way.

Q4: How important is it for a contemporary brand like Black Crown to have a presence beyond the product itself?

It is very important, because people do not experience a brand only through what is in the bottle. They experience it through music, fashion, art and the moments they share with others. We want Black Crown to show up in those spaces in a way that feels natural and relevant.

Q5: If you had to describe the new black crown in 3 words, what would they be and why?

Premium, modern and proudly African.

Premium, because the design now reflects the quality of the liquid.
Modern, because it feels right for where the brand and its consumers are today.
Proudly African, because Black Crown is crafted with real African gin and celebrates African excellence.