Prior to the World Cup we probably all had our preconceptions of what ‘the Rainbow Nation’ had to offer—a somewhat polarized picture maybe defined by poor v plenty, the townships v the much-desired, luxury holiday locations of, for example, Camps Bay. Before the staging of the biggest sporting event in the world here, could we really name any significant South African brands?
In truth, the brand picture has also probably been regarded as somewhat polarized with globally successful brands such as Jenna Clifford—owner and creator of luxury diamond jewellery—at one end with day-to-day and perennial brand favorites such as Woolworths at the other. This is, of course, still a symbolic picture but it is more about what is happening in the brand community the world over rather than as just a direct reflection of the poor v plenty state of the nation. The mass—and more premium—end of the market is being challenged and re-defined by entrepreneurial innovation from existing brands and the new artisans. And, away from the big brand sponsors, the official merchandise and the branded promotions, the focus on SA is also bringing a vision of new brand development to the fore.
This is a country which has conquered tragedy and is embracing triumph in so many aspects of its make-up. Its emerging brand architecture is indicative of the opportunities that this great nation is making for itself and which has the very real potential—alongside maybe Lebanon and other new emerging brand markets—to start shaping a new, vibrant and diverse global brand direction.
Although a World Cup sponsor (of the home Bafana Bafana), Castle is a brand definitely worthy of a mention. Design House Berge Farrell created a premium collector’s can—a limited edition Castle World Cup aluminium bottle—for the local and in-bound tourist market. A packaging first in the South African beer market.
And if we look to the new brand innovators and artisans, there are some great names appearing. Newly launched DV Artisan Chocolate is made by the De Villiers family in the Whale Coast town of Hermanus. DV adopts a ‘bean to bar’ approach with cocoa imported from places as disparate as Trinidad, Venezuela and Madagascar as reflected in the different bands of colors used in the individual bar design.
The design (ironically) reflects a polarization or a dichotomy— but in a very positive sense—that draws on its heritage. The embossed wrapping and the graphics used are inspired by the natural landscape of the Hermanus region: the ‘hard’ mountain married to the ‘soft’ ocean and this is repeated in the iteration of the DV logo with a ‘hard’ D combining with a soft ‘V” to form a single identity.
And if we look at the design talent, there are very few to rival the challenging creative force that is Heidi Chisholm. A designer and illustrator, Heidi is the other half of design duo ‘Extra Fancy’ which was created to «celebrate Africa and its super quirky crazy color culture clash style”. Her Afro Coffee—a chain of boutique cafés that also develop and sell contemporary urban African products—and Afro Tea brands marry the best of African roots and tradition in a contemporary context with funky and unique yet superbly functional interior and product design.
South African has opened its arms to the world and we, in turn, need to allow ourselves to be open to the intoxicating and inspiring creative value of another culture and brand design force. And with designers like Heidi Chisholm and brands like DV Chocolate gaining global recognition, it’s time to change our perspective and not just look at these brands as South African hopefuls but as serious contenders in the direction and development of a new global brand bazaar.
About the Author
Jonathan Ford is a designer and co-founding partner of Pearlfisher. He oversees a portfolio of award-winning designs, including a high profile list of ethical, entrepreneurial and iconic brands. He is also a frequent speaker at high-profile international industry events and regular contributor and commentator in the design and brand press.
Jonathan can also be followed on Twitter — @Jforddesigns