Shakesbury Cider for South Africa
Product Design, Branding Design, Marketing Campaign
This global branding concept takes the cider brand, Shacksbury Cider, and develops new global market for them in South Africa with three new non-alcoholic cider flavors and designed cans that celebrate the three big cities; one will celebrate Cape Town, the second will celebrate Johannesburg, and the third will celebrate Durban. All three will be offered with alcoholic and non-alcoholic options. Each will partner with a local cidery or brewery in each city, have unique flavors, and feature fruits commonly found or eaten in South Africa.
The target audience for Shacksbury’s new international market will be South African adults aged 18-35 (the drinking age in South Africa is 18), men and women since cider is a fairly gender-neutral market, and a focus specifically on young adults who live in the three major urban cities of Cape Town, Johannesburg, and Durban. The target audience should also be customers who are health conscious, value wellness and good design, are trendy, enjoy nature, are adventurous, and looking for craft alcoholic or non-alcoholic drinks that offer unique flavors and an alternative to beer.
The designs for the cans will use aesthetic influences from South Africa in general and the three countries the cans will focus on. The resulting advertising campaign will include can and packaging designs, print items, billboards, public transportation ads, and digital social media ads that work for the target audience. I was so inspired by all the beautiful and impactful work of Zimbabwean designer Tapiwanashe Sebastian Garikayi and South African designers such as Karabo Poppy Moletsane and the designers from Mam'Gobozi Design factory!
