This is one of the projects that embody our studio’s passion for stimulating encompassing brand experiences. We were given the brief but tenacious task to find out what is considered cool among African millennials. We relished the opportunity to immerse ourselves in the pop culture of the moment in order to better understand African youth’s response to the Samsung brand. Our solution was a multi-pronged integrated communications experience named 3 Star Pow Wow. It entailed a multicultural marketing approach that translated in a better understanding of African millennials’ headspace and their perception of the Samsung brand. The name and #3starAfrica encapsulates the spirit of the initiative: 3 Star being a reference to the Samsung brand name - and ‘three’, in this context, also representing something "big, numerous and powerful".
Fourteen young delegates from across the continent, including South Africa, Kenya, Ghana, Nigeria, Madagascar and Angola, were selected based on their qualifications and social media following. During the 4-day event, they attended multimedia info sessions on a list of content relevant subject matter presented by leading opinion and taste makers like multi-platform storyteller Verashni Pillay and trend forecaster Dion Chang. By interacting with these young people for 4 days,we managed to ask all the right questions, get real answers and use the most powerful weapon of all to understand what’s cool to the youth of today: content!
By the end of the event, the 14 delegates had become product specialists and brand ambassadors – inspired to share their experiences with their social media followings. Many of the delegates are still sharing their experiences and thoughts under this hashtag, which means that the event has become an ongoing platform for content creation. This gives Samsung a powerful opportunity to connect with the African youth market in future and created a strong foundation for future interaction with youth through ongoing, meaningful content creation.
3 Star Pow Wow created a foundational platform, where young africans were empowered to create content and tell their stories about their world via social media. More than that, it was a very effective way to harvest valuable research results in a non-intrusive manner – leading to real, honest results and powerful insights. The marketing intelligence we gathered has now been analysed – and the results paint an interesting picture of the youth in Africa: how they perceive brands, how to behave to grab their attention and what not to do. The research findings have equipped us to compile a first version of a African Millennial Youth Marketing Index.Branding, Graphic Design, Icon Design2015
For the launch of the SA Mint’s Nocturnal Hunters coin series we conceptualised an integrated communications experience that included packaging, design and promotional collateral, value-add and a thrilling launch event that celebrated this magnificent African predator.
For the packaging for The Leopard Launch Set we commissioned renowned South African furniture designer Andrew Dominic to design a unique wooden box as well as a leather carry case for the special number 001 of 300 Limited Edition Leopard Coin auction set. The coin and value-add boxes feature a decorative yellowwood and kiaat inlay replicating the pattern of a leopard’s pelt. Artist Stephen Rautenbach was commissioned to produce accurate bronze cast replicas of a leopard’s tooth and claw as luxury value-add collateral.
The Launch Event was held at Hemelhuijs restaurant, a small oasis in the heart of bustling Cape Town city bowl. Chef Jacques Erasmus created an inspired menu brimming with local delicacies and produce like rooibos, springbok, karoo lamb, navel oranges and Cederberg honey, inspired by the Cape Mountain leopard’s home range.
A newly produced promotional video, sponsored by the SA Mint, to raise awareness about the Cape Leopard Trust’s work was premiered at the event. The pinnacle of the evening was an exclusive online auction offering patrons and coin collectors globally the opportunity to bid for the number 001 of 300 Limited Edition Leopard Coin set. The winning bidder also received a two nights stay at Bushmanskloof Wilderness Reserve and Wellness Retreat. Apart from donating proceeds of the online auction, the SA Mint pledged a further 3.5% from the sale of the 600 mint marked coins to the Cape Leopard Trust. The donation will help fund to expansion of the Cape Leopard Trust’s educational outreach programme and will allow hundreds more children from disadvantaged neighbouring communities to participate in wilderness camps.
A custom blog was created as a platform for the online auction www.legacylive
Art Direction, Packaging, Photography2015
Few precious metals capture the imagination quite like gold does. To mark the anniversary of the discovery of gold on the Witwatersrand, the SA Mint issued the ‘Discovery of Gold’ coin series. Breinstorm alchemised an integrated solution for the packaging, promotion and launch of the commemorative coin set.
We based the launch set packaging design on the iconic shape of a stamped gold bar. The etched black box offset the luxurious sheen and textures of the gold coin and medallion. For the design of the medallion we replicated the topography of the the single richest gold field on earth.
Included along with the coin and medallion is a booklet dedicated to the key events in the discovery of gold. The booklet folds out to reveal a timeline of the South African gold industry. On the reverse, a striking infographic compares the depth of mine shafts to the height of skyscrapers in the City of Gold.
Braamfontein, one of the oldest suburbs in Johannesburg, played host to the event. We decorated glass walls with vinyl infographics, with the skyline providing a magnificent backdrop. Decor, catering, music and coin displays all imbued the luxurious nature of gold.Branding, Graphic Design, Interior Design2015
First Introduced in 2013, the South African Mint’s The Life of a Legend: Nelson Mandela Protea coin series honours the legacy of our beloved Madiba. A champion of education - who once stated: “No country can really develop unless its citizens are educated” - the 2014 coin set takes Mr. Mandela’s personal scholarly journey as theme.
Our brief was to develop a conceptual and visual solution for the packaging, printed collateral, audio visual elements and video documentary, as well as a launch event for the new coin set.
The packaging had to be based on the the prototype we developed for the range as a whole, but customised with each edition to express the theme of the particular set. To tie in with the theme of education, the lid of the hand crafted oak box was silkscreened and the hinges moved to visually resemble, and open like, a classroom notebook.
A medallion, custom designed by our studio, along with an informational booklet depicting important highlights from Mandela’s education, were included inside as value adds.
Collateral, and decor elements of the launch event continued the education theme. The focus, however, was on Mr. Mandela’s tertiary education.
To mark the occasion we reprinted an original study application document from Nelson Mandela’s studies during his time in prison at Robben Island for the backdrop of the overstriking - significantly the document contains his prison number 46664.
An 1 oz and 1/10 oz coin were each overstruck with mint marks representing two educational institutions Nelson Mandela studied at - University of Fort Hare and UNISA , providing a highlight of the evening.
Art Direction, Packaging2015
What a difference a year makes! In S13Q4 we take stock of the months gone by, paying special tribute to some of the most inspiring young people from across the African continent. Their endurance, innovation and ambition in various fields have led to real life examples of awe-inspiring achievements in 2013, which are now immortalized in history.
We also reflect on the way things were, tracing the beginnings of present-day iconic brands. As we marvel at how far we have come, we cast an expectant glance into the future and hope all these stories of success renew your own journey towards more personal bests and firsts in the year to come.
Phiona Okumu, Afripopmag.comArt Direction, Editorial Design, Graphic Design2013
Guest editor's note:
Smartphones are the new paint brushes and the internet is the new stage. The traditional Western art centres are increasingly culturally bankrupt and looking for new inspiration. So it is a happy confluence that both Asia and Africa are rising in cultural influence and that this is happening simultaneously with a technological revolution. Africa stands poised to lead the trends and set the debate. As a new and more urban breed of artist emerges from the continent, art forms are merging and ancient roots plus Western influences are being remixed and sent back out into the world. S13 offers a microphone to just some of the voices from the African metropolis.
Charl Blignaut, City Press
S13 is a custom publication for Samsung Electronics Africa. It seeks to position Samsung in a more premium market category than its regular mass market approach. The publication is inline with Samsung's strategy to become a more content driven organisation. It is a conversation between South Korea and the African continent and explores a premium lifestyle as well as Samsung's built for Africa initiatives on the continent. This issue celebrated the arts and Samsung's connection to itPrint Design2013
S13 is a custom publication for Samsung Electronics Africa. It seeks to position Samsung in a more premium market category than its regular mass market approach. The publication is inline with Samsung's strategy to become a more content driven organisation. It is a conversation between South Korea and the African continent and explores a premium lifestyle as well as Samsung's built for Africa initiatives on the continent.Graphic Design2013
S13 is a custom publication for Samsung Electronics Africa. It seeks to position Samsung in a more premium market category than its regular mass market approach. The publication is inline with Samsung's strategy to become a more content driven organisation. It is a conversation between South Korea and the African continent and explores a premium lifestyle as well as Samsung's built for Africa initiatives on the continent.Editorial Design, Graphic Design2013
Bridge shapes and photographs of urban architecture were deconstructed, collaged and combined with hand-drawn elements to form new hybrid compositions. These compositions explore the element of bridging as part of the PARI brand-mark, where different elements (histories, cultures and power relations in government departments and agencies) are combined in academic and applied research.Branding, Graphic Design, Illustration2013
Breinstorm was the design sponsor for the PICA awards - the South African Magazine Association's award for excellence in Magazine Publishing. The awards event was hosted in a circus school and we had to combine the concepts of circus and publication design together. The campaign consisted of an identity and its application to various media including the awards publication, AV broadcast design and certificates amongst others.Branding, Graphic Design2013
The Munken Journal was a promotional gift for french paper agent Antalis. Munken is an environmentally-conscious paper stock manufactured in what use to be an old monastery in Sweden. The unique location sparked the creative direction of a faux religious texts illustrated with light hearted monk illustrations making paper and interacting with their environment.Creative Direction, Graphic Design, Illustration2013
Our long-standing relationship with Business & Arts South Africa has resulted in several BASA Awards publications. The brand palette was based on the printmaking in protest art. The identity builds a bridge between the worlds of business and arts organisations. As a development agency BASA connects business with the arts to establish sustainable partnerships.Branding, Graphic Design, Illustration2013
After winning the 2008/2009 Grand Prix Prize at the Antalis Art of Design Competition, our studio was commissioned to design an entry kit for the following year’s competition. The awards aimed to recognise design excellence and encourage the original and beautiful use of paper.
Paper is one of the most important components in successful print communication - and Antalis offers a rich smorgasbord of indulgent textures and finishes. To entice designers’ senses we dished up a delicious analogy comparing Antalis’ range of fine papers to sophisticated fusion cuisine. We introduced society queen Maria Modjaji - the hostess with the mostest! A fictional personality so vivacious, fashion doyenne Marianne Fassler called her the ‘Dingaan Thobela of the dining room’. Presented as Maria Modjaji’s personal recipe box, the entry kit was filled to the brim with folders outlining the competition categories. Each section was richly illustrated in a unique style, using different print finishes to best showcase Antalis’ versatile range of paper stocks.
With its overindulgence of craft and food sculpture Antalis Art of Design Smorgas box challenged the boundaries of print production in SA. We created a conceptual and tactile experience with paper by means of pure sensory hedonism.
Art Direction, Graphic Design, Packaging2013
The ATKV was established in 1930 with the purpose of fostering and promoting the Afrikaans language and related cultural aspects. In our design for the 2012 Mediaveertjie Awards event and collateral we drew attention to the ATKV’s decades long commitment to Afrikaans media, we created retro engraving style illustrations to represent the television, radio and written journalism awards categories.
We were tasked with creating a visual language with legs to be rolled out across multiple platforms by different stakeholders. As part of a bigger whole, this campaign helped to reposition this Afrikaans cultural organisation.
Graphic Design, Illustration2012
The creative brand direction for a fashion show as part of our long-standing partnership with Marianne Fassler. In this instance the show was sponsored by Samsung Electronics Africa. The show was accompanied by a social media campaign with the hashtag #bluethread.Branding, Creative Direction, Motion Graphics2013
This identity was created for a company that produces local content including soaps and sitcoms in vernacular languages for mass audiences. The use of elongated typography was inspired by vintage movie posters. The colours were derrived from the ethiopian palette with blue thrown in for good measure.Branding, Typography2013
To create excitement and media interest around the launch of Rachel Khoo’s Little Paris Kitchen we communicated the delicious essence of the cooking show.
We whipped up a direct mailer/press drop off in the shape of a unique Parisian inspired pastry box. The box contained 4 petit four pastries, along with a press kit on disc. The reverse side of the box shows a map illustrating Rachel Khoo’s journey through Paris, as she sources the perfect mouth-watering ingredients for her recipes. We reflected the BBC Lifestyle brand by referencing the channel’s brand colour palette.
Several members of media found this little communicative tidbit so appetising they shared it all over social media.
Branding, Graphic Design, Packaging2013
Paper merchant, Antalis South Africa, commissioned us to design the identity and launch trade collateral for a new range of packaging boards. The range of papers was to be sourced from sustainable Indian mills. This inspired us to name each after Indian jungle animals – Tiger, Cobra and Elephant. These books references stories by well-known writer, Rudyard Kipling. Illustrator Jessica Vines worked on the illustrations used.Branding, Creative Direction, Graphic Design2013
The informal banking sector poses a massive opportunity in Africa. This identity for Standard Bank was developed with rural audiences in mind. The identity had to speak as a pictogram so that the meaning was conveyed, even to illiterate audiences. The service was that of a virtual currency enabling consumers to transfer money electronically from supermarkets. The identity utilises type design by Joshua Darden.Branding, Graphic Design2013
The following is promotional collateral for a range of premium packaging boards from paper merchant -Antalis. Which, according to the manufacturer, is meant to stimulate the senses.Graphic Design, Illustration2013
The Royal Bafokeng Nation became the most affluent royal family in Africa after it won a legal battle for the right to the platinum that was being mined on their ancestral land. The project, a charity polo tournament, for which the identity and collateral was created was one of the many projects the royal family manage to benefit their entire nation.Branding, Graphic Design2013
This corporate identity was created for a holding company who spearheaded the establishment of an international retail group in South Africa.
Branding, Graphic Design2013
The AfriSam SAIA Award for Sustainable Architecture rewards and recognises the leaders in the design of the built environment. We have been honoured to manage the competition and all brand contact points on behalf of the South African Institute of Architects and AfriSam since the inception of this competition.Branding, Creative Direction, Exhibition Design2014