The House of BNG is a display of Bonang’s luxe living, and she shares this through her love letter to Africa with a distinct touch of her personality.
As a brand, she rode the waves of her story when they poked holes at her dream right from the beginning through to her launch. What started out as a joke to most was the birth of something special for a young black girl. House of BNG is an example of a brand that rolls with the punches, grows in the market while staying true to its existential source.
The brand’s rise to a prominent seat at the market table is largely due to its close association to Bonang herself as the main brand source. The customer connection is linked to the brand’s identity being aligned to the source Queen B and her personality. House of BNG is not just her brand’s celebratory leg, it is a direct extension of her personality. Her target market embraces the product because they trust in the experience of ‘living a day in the house of BNG’ celebrating life’s moments.
House of BNG is the perfect celebratory drink for her fans and young girls with big dreams. Driven by passion and a dream herself, Bonang birthed the House of BNG.
Let’s take a quick look at what makes the brand the girl it thinks (and we know) it is:
Logo:
The logo is the acronym of Bonang Matheba’s name, with a crown strategically placed at the top of the acronym. The House of BNG logo is a personification of her brand and a cementing of her ‘Queen B’ status. It is simple, yet elegant and classy just like Bonang.
As an extension of her personality, her logo had to be perfect.
Identity:
The brand’s identity comes straight from source – Queen B. With BNG being and acronym for her name, and champagne being her favorite drink, it only makes sense for her brand to find its identity and draw its existential energy from Bonang herself. Giving cues to every detail about brand Bonang, House of BNG embodies her vibrancy and optimism – from the color right through to the presentation and customer experience.
As with her own brand identity, the visuals have got to be perfect – and that is what House of BNG embodies in its look and feel. The imagery with Bonang has always got to be on point!
When it comes to content, Bonang owns it and thus how she narrates her story. Her brand is her in all its facets. House of BNG is a celebration, the champagne life, darling.
As the ‘Champagne Queen, she had to add a touch of her.
Color:
Premium. Luxurious. Elegant.
Three words that can be used to describe the House of BNG, and they are clearly displayed through the choice and use of color. These colors are also known to be associated with Bonang, from her fashion, home décor right through to her celebrations these colors have made definitive appearances in her trajectory. Gold for the luxury, purple for the royalty aspect that she embodies as the Queen and pink for the feminine elegance. That Bonang sparkle is the first thing that should come to mind when looking at the bottles.
The colors of the brand are Bonang – they are girly/feminine, comfortable yet classy and glamorous. The colors were clearly carefully selected to properly reflect and represent the lighter feminine side of Bonang.
Personality:
Premium. Luxurious. Elegant.
True to South Africa. A product of Africa.
The House of BNG is an extension of Bonang’s personality – a proud Motswana girl, a product of Africa’s finest. The brand offers a product that is bubbly, bottled up and ready to pop open at any celebration. The House of BNG brings Bonang’s energy to the moment, creating an exciting customer experience that makes you feel like you’re living a day (or moment) in the house of Queen B herself, celebrating the best way she knows how – with “Champagne darling” as she would say.
As cited in the Food24 review, “The House of BNG’s bottle is full of boldness and bling – much like Bonang herself”[i].
Here’s a snippet of the celebration that was the launch of the House of BNG:
A representation of ‘dreams are possible’!