Rebrand Skukuza Airport and collaborate with architects and interior designers.
Airports are no fun. Chaotic, crowded and uncomfortable, the typical airport experience isn’t the best start to a holiday. How can we change that at Skukuza Airport? The airport should feel like the veld that surrounds it - an anti-airport.
Skukuza Airport is more a luxury lodge - where the holiday kicks in as soon as you touch down, not when you eventually arrive at your camp.
Being in the African Bush, we were inspired its colours, textures and form. The local soils, wood, metals, stone and wildlife all influenced our design decisions. And because it’s in the middle of a game reserve, it had to be sustainable with minimal impact on the environment. All alien plants were removed and replaced with indigenous vegetation. In addition, all material was responsibly sourced.
Employing a contemporary but natural design ethos, Skukuza Airport sets the ideal tone for a bush adventure. Because an airport shouldn’t kill your holiday before it starts.
VW Financial Services
Design and branding
We were briefed with the task of designing a brochure and marketing collateral for Volkswagen financial services.
The marketing material associated with financial services is usually dull and generic.
Volkswagen is known by many in South Africa to be a friendly approachable brand. To communicate this, we focused less on the paperwork and procedures that come with financing a car and more on the memories people create in their vehicles. To achieve this, we used paper engineering to show a Volkswagen vehicle travelling from one place to another. This unique and highly impactful approach brought a fresh angle to a category dominated by brochures and print collateral showcasing new car models and traditional, dreary financials.
Mutual & Federal
Logo design, Strategy, Insights and branding
This well-established insurance company needed to rebrand with a sleek, contemporary look and feel, while still maintaining its heritage.
We found that their Table Mountain imagery was no longer relevant to their audience.
We used an ampersand to expresses the central idea of the partnerships on which Mutual & Federal is based – between Mutual & Federal and their clients, Mutual & Federal and brokers, as well as brokers and clients.
Logo design, Packaging and branding
Launch a brand new craft beer into a market that’s saturated with other craft beer brands. Create a brand identity and story that will help Brickfields stand out and gain a following of loyal drinkers.
Brickfields was named after the historical area in Johannesburg where the brewery is based (now called Newtown). The corporate identity and logo design had to reflect the past (Joburg as a gritty and unforgiving mining town) but also represent the contemporary and dynamic energy of modern-day Johannesburg.
The brick makers of Brickfields used unsophisticated tools to create bricks that served as the very building blocks to early 20th century Johannesburg. With this in mind, we used the iconic shape and dimension of the brick to create our logo, which is the very foundation of this new craft beer brand, that is proudly made in Johannesburg for Joburgers.
Brochure Design and Art Direction
Create a catalogue to showcase Cellini's new luggage range for 2016.
Most luggage brands on the market are very traditional and conservative.
We wanted Cellini to stand out from the other luggage brands by giving the overall look and feel a classic quirk. To do this we took inspiration from Wes Anderson movies and created beautiful imagery fitting into the travel theme.
Our brief was to create excitement around a premium range of dishwashers in-store by giving away a trip to Italy, the home of Smeg. There was a load of store restrictions. We could use no hanging banners, no standees and no tent cards.
The dishwasher itself could be used as a medium to advertise the promotion.
By placing a large decal on the door of the dishwasher, we invited the consumer to open it for a chance to see Italy. Upon opening the door, the consumer gets to experience a piece of Italy as a landscape is revealed. Entering the competition was easy, with entry mechanics on leaflets placed in the cutlery basket.
Consumers opened and explored the Smeg dishwashers more than any other brand on display and Smeg dishwashers saw a spike in sales over the promotional period. Smeg’s market share grew from 3% to 5%, its highest ever. In terms of total market value, Smeg grew from 6% to 10% and Smeg now has four models in the top 25 hit list. Sometimes it pays to think inside the box.
6% TO 10% Market Share Growth. FROM 9% TO 12% in the Electronic Retailers (ELERET) channel. 4 MODELS in the Top 25 Hit List. 14% TO 20% of value growth in the ELERET channel
WPPED Cream Awards - Highly Commended
Street poles, instore design and branding
After running our Tabasco Trendster competition, we chose members of the public that showed their love for Tabasco in the most creative ways. We then based our next campaign on showing how well Tabasco complements unique tastes and personalities.
To do this, we created an adaptable set which we dressed to suit each of our Trendsters – from glamourous, retro lady to Durban surfer. Inspired by the quirky sets of the Grand Budapest Hotel, we use the visuals to describe how Tabasco goes with everything – and everyone.
Careful crafting of each set design was considered and the styling of each character.
These visuals were then paired with Tabasco-styled lines to create eye catching in-store collateral in-store, in restaurants, online and in-restaurant publications such as the Adega magazine.
Sony HD Campaign
Branding, Shopper and Promotional Design
We were briefed with the task of communicating that the Sony HD digital camera caters to different types of people. Specifically, people who are into adventure, luxury or nightlife.
People enjoy visualising themselves in the worlds they capture with their cameras.
We used dramatic, stylish and action-packed scenes to make up the ‘H’ and ‘D’ representing high definition with the promise that you can relive your memories. The diversity was conveyed with high definition life-like quality.
Branding and Promotional Design
We wanted to reinforce the status
of alcoholic glass beverage bottles and
create an emotional connection with
consumers by positioning glass as a
classier, premium packaging option.
We made glass classy again.
Grey PR was tasked with amplifying
the Consol #IveArrived campaign through
social media, digital media and traditional
This mammoth eight-month
campaign used nearly every touch point in
our service offering, providing ample
opportunity to develop creative solutions
in a very dynamic and demanding marketplace.
A drink is a highly visible accesory at a party.
We developed a through-the-line integrated campaign for television, radio, outdoor, digital, social media and activations.
The classy and sophisticated design of the campaign was critical in portraying glass as a badge that makes a statement about individuals who drink from it.
Grey PR created, managed and implemented the social media strategy and community management of the campaign, including the use of campaign influencers to amplify social media presence.
During the campaign, we also introduced foot soldiers – regular consumers who had shown their interest, devotion and engagement with the campaign - to assist us in driving the messaging to an even wider audience.
Logo and Identity designs
Creating a logo sounds simple enough. But when you take into account that it has to incorporate the brand’s identity, essence, values and mission statement into a neatly packaged, and don’t forget, amazing icon, it’s a mammoth responsibility.
For us, we’re as much creators as we are philosophers and anthropologists. Our design has to tell a remarkable but immediate story, and the development of it can be an agonising journey into an abyss of great options.
And then we find The One. The ecstasy replaces the agony. Until the next one.
Blue Ribbon Concept
Proposed Logo design, packaging and branding
We were asked to pitch on the business for the rebranding of Premier Food's Blue Ribbon bread. The requirement was to make the brand more contemporary and "fresh" through the design of the identity and packaging.
There is nothing that differentiates Blue Ribbon from other competitors in the market.
We evolved the identity by placing the branding length ways on the loaf and using bolder variants of the existing colours. This simple shift in orientation makes the brand more recognizable, contemporary and bold in a market that lacks differentiation. The additional touch of the year it was first sold adds a heritage element that makes Blue Ribbon a more trustable brand by the consumer.
Logo design and branding
Sapesi is a mobile library project established in 2006 that aims to improve literacy amongst kids in underprivileged areas around South Africa. Our task was to create a CI for this initiative that was friendly, educational and professional.
Children love to share the stories they discover in the books they read.
We created a simple CI that publicises access to books and focuses on the people who benefit most from this, the children. The Sapesi brand identity shows a boy and a girl sharing a book symbolising the sharing of knowledge and education. The uniformity in the imagery makes it relatable to any child and the bright orange conveys youthful energy.
Sony Conference for Africa 2013
Logo design and branding
We were asked to design a logo for Sony's Conference for Africa 2013 which was going to be hosted in Africa for the first time. The Conference serves to unveil Sony’s latest products and technology to the rest of the world.
The world has a perception of Africa as a continent that uses earthy colours and simple shapes.
Since Sony is an innovative brand that is all about colour, we designed a logo that formed a stylised map of the African continent using vibrant overlapping colours. This fresh approach communicated the cutting-edge nature of Sony while highlighting how rapidly Africa’s technology is progressing. It was used in various media to great effect.
Design, Strategy and branding
Collaborate with architects, interior decorators
and photographers to create an entire
Skukuza Airport brand. Create a visual
identity for the all-new Skukuza Airport in
the Kruger National Park, complete with
logo, vehicle branding, interior and exterior
signage, décor and stationery.
At Skukuza, travellers land in the heart of
nature and we wanted the airport to feel
as if it’s part of the veld that surrounds it.
We were inspired by the African landscape,
in colour, texture and form. As the
main element in the Skukuza brand, the
logo was formed from free, organic and
triangular architectural shapes. The “K” in
the centre of the logo extends elegantly,
reminiscent of the endless journey that
travellers can take into the African bush.
Logo Design and branding
To evolve the brand to a world class airline that is South African and the best carrier to 36 destinations in 9 countries. To give the brand more approachability.
To make Airlink the natural choice to all the hard to reach unique destinations. Airlink is the only trusted airline to take you to those places.
By being inspired by our national flag and the destinations Airlink fly to, we brought to life the colours of the flag and it's graphic on the Tail wing shape, but also incorporated the hummingbird for it natural flight and its wild adventures. The brand has become rich, corporate, aspirational and approachable.
campaign, instore, design and branding
Give a classic brand new life with fresh creativity, making this old, household brand relevant to a new generation.
Most people saw Tabasco as a “hot sauce” not as a the versatile flavour enhancer that it actually is.
A larger than life street pole campaign with quirky characters and copy lines as flavourful as the sauce itself. Lines such as “from BLT to OMG” and “Eggs without Tabasco are as boring as admin” only spoke about flavour, never about heat. At the same time, typography, unique styling and classical lighting of photography added to the “bigness” of the campaign.
Consumers were left slightly taken aback but smiling. The campaign was recognised as Hero of the Week by Andy Rice. Tabasco experienced a year-on-year growth of 18.60% and a week-on-week growth of 60.03%. With an overall growth of 60%, South Africa became an international case study for Tabasco.
Proposed Logo Design, Strategy, Packaging and branding
Create a concept for new packaging for GoldCrest.
We would design premium, contemporary product packaging to evolve the GoldCrest brand.
We changed the size and shape of the packaging, using slimmer, taller bottles. We introduced a more modern font and logo, as well as new imagery on the packaging, creating a high-end look that would stand out on the shelf.
SA Mint Branding Concept
Proposed Logo Design, Strategy and branding
Create a pitch to rebrand SA Mint, as the company sought to establish itself as a global brand and move towards increased customer interaction.
To make people want to interact with SA Mint, we had to make SA Mint relatable to South Africans.
We brainstormed three concepts that captured the South African spirit.
For the first option, we were inspired by the iconic protea flower, which suggests beauty and resilience.
For the second option, we drew from South Africa’s rich diversity and represented each of the eleven official languages as small circles within one larger circle.
Finally, we turned to the source of SA Mint’s coins: metal. We mimicked the look of melted metal in our design of the African continent to compliment the message ‘Forged in Africa’.