Project summary

Our campaign aims to reshape Black Label’s image among South Africa’s youth, addressing perceptions of it being for older generations and excessive drinking. By celebrating its deep roots in South African culture and emphasizing its status as the beverage of champions, we’re making Black Label relevant and aspirational for today’s young people.

We’re tackling negative stereotypes head-on by using Spitori, the vibrant language of youth culture, particularly in Amapiano and Hip Hop. Partnering with influential artists like Maglera Doe Boy and Focalistic, we strengthen our message of success and achievement.The new product design, which I developed during our Vega design jam brief, features the slogan “Black Ke Colour Ya Manyora” with bold visuals representing champion status. Each product highlights a different artist with the tagline “Nou O Lenyora Saan” (Now You’re a Champion, Bro), making the brand both aspirational and personal for our audience