Positioned as Savour Your Richness, Castle Milk Stout exists to inspire Africans to connect with their heritage. It needed to stand out against a wide range of competing alcoholic beverages available in the South African market by balancing tradition and modernity, leveraging a fresh, premium image for younger consumers, without alienating its existing, loyal base. Our task was to innovate the Castle Milk Stout brand while retaining the current pack dielines and pack shapes .
But how can the brand celebrate African culture, with a pack that follows traditional beer packaging cues?
Inkunzi Emnyama (the Black Bull) – a symbol of wealth and strength – has been the stout’s nickname for many years and is one consumers continued to call the stout, even though it had been missing from the pack design for over a decade.
It was time to bring the bull back. Evolving and elevating it. Honouring the past, whilst recognising the future. Design elements that hold cultural significance were crafted onto the pack. Rich, proud and strong, echoing the stout, a modern premium bull was crafted from geometric shapes popular in contemporary African culture.
The label was inspired by traditional African warrior shields, forming a distinct and recognisable shape that speaks to might, pride, protection and standing in society. Like Inkunzi Emnyama itself.
Flowing, African-inspired, geometric patterns wrap around key elements, further emphasising Castle Milk Stout’s heritage.
One for the ancestors drinking ritual
The new packaging was made even more meaningful to African culture by tapping into an age-old ritual. A new indication on the packs measures out the first sip of the stout to pour out in the act of libation. A tradition that honours and calls on one’s ancestors. Making Castle Milk Stout the first brand to recognise the act. With a message for the ancestors to ‘light the way’ in both Nguni and Sesotho.
The illustration style is inspired by rich, creamy pouring textures with Inkunzi Emnyama emerging from the stout itself.
The drinking ritual resonated with our target audience and the new packaging was welcomed. Packaging that at last reflects the richness of our culture. Dedicating the first sip to the past. And the second to a rich future.
Creative Credits:
Design Agency: SHIFT & Joe Public
Designer & Illustrator: Christo Krüger
Creative Director: Christo Krüger, Tshepo Mogorosi, Tshepo Tumahole
Executive Creative Director: Simone Rossum
Executive Creative Director: Simone Rossum
Art Direction: Christo Krüger, Marèzane Trollip, Tshepo Mogorosi, Mokoena Kobeli
Liquid Textures Illustrations: Chris Slabber
Writer: Claudette Brown Storrar, Tshepo Tumahole, Jeanine Vermaak
Chief Creative Officer: Pepe Marais, Xolisa Dyeshana