Behind the new look is the brand’s pursuit of longevity and its desire to remain competitive, world class, relevant and the authority on ‘all things fun’.

The SPAR Group’s group liquor manager, Mark Robinson, says while the existing TOPS at SPAR logo still worked for the brand, it was starting to enter the mature stage of its lifecycle. “With potential changes to liquor legislation on the cards and our ongoing drive to make responsible liquor shopping and consumption fun for our consumers, we felt it was time to give a fresh new spin on our logo.”

The new logo is clear, crisp and clean, echoing what TOPS at SPAR represents – female-friendly liquor stores that are fresh, consumer-friendly and fun as well as clearly affiliated to the SPAR group’s mother brands, Superspar, Spar and Kwikspar.

The new TOPS at SPAR logo will be launched in conjunction with an extensive communications and marketing campaign. This will incorporate an advertising campaign that draws on the brand’s ‘Drinktionary’ campaign and takes it to a new level. “Without giving too much away, our Minister of Parties and Recreation will looking for and recognising ‘Party Comrades’,” says Robinson.

TOPS at SPAR was launched 14 years ago in response to the call for a women-friendly liquor shopping environment. It has grown from an initial 16 stores to a national and international network of 650 stores, all of which are underpinned by the notion that the purchasing of alcohol can be conducted in clean, friendly and fun environments, but never underplaying that it should be done in a responsible manner.

A good number of TOPS at SPAR stores have already completed the rebranding exercise and it is envisaged that all stores will have rebranded by the end of September this year.

“The new logo and our entertaining advertising campaign are aimed at highlighting our ongoing commitment to our consumers but at the same time not forgetting to always offer them the best and widest range across all liquor categories,” says Robinson.

For more information, visit www.topsatspar.co.za. Alternatively, connect with them on Facebook or on Twitter.