TEBOGO MAPOMANE
THE GRAPHIC DECIPHERER
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CASTLE MILK STOUT CLAN CANS
BACKGROUND
The cultural westernisation of Africa has become extremely prevalent and pervasive. So much
so that western civilization has taken precedence over African values and culture, meaning that we are losing sight of who we are and forgetting a rich and proud heritage.
INSIGHT
Most African cultures have praise poems dedicated
to their clan names (surnames). These clan praises hold an immense sense of pride in lineage, celebrating
the ancestry and heritage passed down from generation to generation.
IDEA
In celebration of Africa month we created limited edition Castle Milk Stout Clan Cans. Designed
with African blended patterns, each can carried
a unique clan praise, a reminder of our rich heritage, placed firmly in the hands of all our people.
SOLUTION
Castle Milk Stout, itself a brand steeped in heritage,
set out to remind all Africans that now is the time
to get theirs back.
A series of limited edition Castle Milk Stout Clan Cans were designed using six bespoke patterns, inspired
by the rich and diverse cultures indigenous to South Africa. Each pattern comprises a mixed arrangement
of visual elements representing a contemporary take
on different language groups and heritages.
Each Clan Can carried a praise poem, referencing
the ancestry and heritage of the individual names printed on every can.
Selected 500ml cans were packaged in African inspired handcrafted wooden cylinders: rich, dark
and textured to reflect the milk stout substance.
These were gifted to influencers, like Pallance Dladla and Stoan Seate, who carry the specific clan names.
These Clan Clans instilled pride in a nation
and reminded South Africans to savour their richness, making Castle Milk Stout the most talked about brand on Africa Day.