THE LABEL THAT BINDS US
Prize(s):
WINNER 2026 Multimedia Design / Brand Identity
Lead Designer(s) Name(s):Natasha Karungi
Design Team / Other designer(s):THE QUOLLECTIVE AFRICA
Client Name:UGANDA BREWERIES LIMITED
Photo Credit:THE QUOLLECTIVE AFRICA
Project Location:KAMPALA, UGANDA
Design Status:Commercialized
Website: View
Project Description:
“The Label That Binds Us” is a custom label design created for Uganda Waragi which was developed for a limited-edition Lemon & Ginger flavor release. The label artwork design explores an Afrocentric aesthetic, drawing inspiration from Ugandan cultural symbolism and identity. The major elements of the design include an African mask that symbolizes the oneness or Ubuntu nature of Ugandans, a dancing woman holding a bottle of Uganda Waragi that showcases the vibrancy of the nightlife in Uganda and visual cues of the flavor through stylized lemons as well as sunrays that represent the warmth of Ugandan hospitality. Together, these components create a vibrant narrative that celebrates Ugandan creativity while giving the product a distinctive visual identity. The label was conceived as both a collector’s piece and a cultural memento for the brand’s community. Historically, Uganda Waragi has been widely recognized as a popular local gin but not necessarily as a premium offering. This project sought to shift that perception by creating a memorable design that elevated the bottle into an object of pride particularly in social settings.
“The Label That Binds Us” is a custom label design created for Uganda Waragi which was developed for a limited-edition Lemon & Ginger flavor release. The label artwork design explores an Afrocentric aesthetic, drawing inspiration from Ugandan cultural symbolism and identity. The major elements of the design include an African mask that symbolizes the oneness or Ubuntu nature of Ugandans, a dancing woman holding a bottle of Uganda Waragi that showcases the vibrancy of the nightlife in Uganda and visual cues of the flavor through stylized lemons as well as sunrays that represent the warmth of Ugandan hospitality. Together, these components create a vibrant narrative that celebrates Ugandan creativity while giving the product a distinctive visual identity. The label was conceived as both a collector’s piece and a cultural memento for the brand’s community. Historically, Uganda Waragi has been widely recognized as a popular local gin but not necessarily as a premium offering. This project sought to shift that perception by creating a memorable design that elevated the bottle into an object of pride particularly in social settings.
Project Innovation / Specification:
“The Label That Binds Us” ,Created for Uganda Waragi, was the limited-edition label for the Lemon & Ginger flavor. The label was approached as a canvas for storytelling rather than a branding element. The brand sought a local artist to authentically interpret the Ugandan culture and identity which led to a design that resonated strongly with audiences while also expanding the product’s visibility through the artist’s community. Its Afrocentric style incorporates elements such as an African mask, one of the most recognizable African artistic symbols alongside it , a woman holding a bottle of Uganda Waragi which creates an “image within an image” effect that subtly breaks the visual fourth wall. Simultaneously, the artwork maintains a strong design language by incorporating lemons that signal the Lemon & Ginger flavor. With this approach , the label stood out as a symbol of Ugandan culture hence consumers choosing the drink because of its aesthetic appeal. The product quickly sold out at its launch at the Nyege Nyege Festival and continued to sell out across multiple retail channels. Due to the overwhelming demand, the brand transitioned the product into an unlimited edition.
“The Label That Binds Us” ,Created for Uganda Waragi, was the limited-edition label for the Lemon & Ginger flavor. The label was approached as a canvas for storytelling rather than a branding element. The brand sought a local artist to authentically interpret the Ugandan culture and identity which led to a design that resonated strongly with audiences while also expanding the product’s visibility through the artist’s community. Its Afrocentric style incorporates elements such as an African mask, one of the most recognizable African artistic symbols alongside it , a woman holding a bottle of Uganda Waragi which creates an “image within an image” effect that subtly breaks the visual fourth wall. Simultaneously, the artwork maintains a strong design language by incorporating lemons that signal the Lemon & Ginger flavor. With this approach , the label stood out as a symbol of Ugandan culture hence consumers choosing the drink because of its aesthetic appeal. The product quickly sold out at its launch at the Nyege Nyege Festival and continued to sell out across multiple retail channels. Due to the overwhelming demand, the brand transitioned the product into an unlimited edition.
Project Sustainability Approach:
A central aspect of the project’s sustainability was the empowerment of local creative talent. By commissioning a Ugandan digital artist to design the label, the brand invested directly in the local creative economy rather than outsourcing design work internationally. This approach amplified authentic Ugandan storytelling and demonstrated how large consumer brands can play a role in elevating local artists. The project contributed to cultural sustainability by embedding Ugandan culture within a widely distributed consumer product. Through the visual language of the label , the design celebrated elements of Ugandan cultural identity hence integrating cultural narratives into everyday products. The label was intentionally designed to function as a collector’s item, encouraging consumers to retain the bottle hence extending the life of the product beyond consumption. Most Importantly , the project demonstrated long-term brand sustainability by strengthening the relationship between the brand and its community. The strong resonance of the design created a sense of pride among consumers. The popularity of the bottle led the brand to transition the product into an unlimited edition.
A central aspect of the project’s sustainability was the empowerment of local creative talent. By commissioning a Ugandan digital artist to design the label, the brand invested directly in the local creative economy rather than outsourcing design work internationally. This approach amplified authentic Ugandan storytelling and demonstrated how large consumer brands can play a role in elevating local artists. The project contributed to cultural sustainability by embedding Ugandan culture within a widely distributed consumer product. Through the visual language of the label , the design celebrated elements of Ugandan cultural identity hence integrating cultural narratives into everyday products. The label was intentionally designed to function as a collector’s item, encouraging consumers to retain the bottle hence extending the life of the product beyond consumption. Most Importantly , the project demonstrated long-term brand sustainability by strengthening the relationship between the brand and its community. The strong resonance of the design created a sense of pride among consumers. The popularity of the bottle led the brand to transition the product into an unlimited edition.
Local and Regional Impacts of the Project:
The launch of Uganda Waragi Lemon & Ginger generated significant local and regional impact. The project supported local creative talent while embedding authentic Ugandan cultural storytelling into a mass-market product. Strategically launched at Nyege Nyege Festival and linked to major cultural events, it drove consumer engagement and brand visibility hence selling out rapidly. The campaign won PR & Marketing Campaign of the Year at the UMEAs ,earned Silverbacks Awards and Digital Media Awards recognition which reinforced Uganda Waragi’s premium positioning. Through cultural resonance, creative collaboration and strategic event activation, the Lemon & Ginger variant strengthened the local creative economy, elevated brand prestige and enhanced regional awareness of Ugandan spirits.
The launch of Uganda Waragi Lemon & Ginger generated significant local and regional impact. The project supported local creative talent while embedding authentic Ugandan cultural storytelling into a mass-market product. Strategically launched at Nyege Nyege Festival and linked to major cultural events, it drove consumer engagement and brand visibility hence selling out rapidly. The campaign won PR & Marketing Campaign of the Year at the UMEAs ,earned Silverbacks Awards and Digital Media Awards recognition which reinforced Uganda Waragi’s premium positioning. Through cultural resonance, creative collaboration and strategic event activation, the Lemon & Ginger variant strengthened the local creative economy, elevated brand prestige and enhanced regional awareness of Ugandan spirits.
Lead Designer(s) Name(s):Natasha Karungi
Profile Description:
Kashushu is a self taught contemporary digital illustrator, originally from Uganda, who works across various digital mediums like adobe illustrator, procreate , Adobe fresco and adobe photoshop. She has collaborated with various brands through spearheading campaigns like “We Do We Art Project” by Smirnoff Uganda as well as reimagining the outlook of brands like Uganda Waragi through creating a limited Edition Label that was appreciated by millions of Ugandans. As an artist, she’s bringing art into unconventional spaces and hence revolutionizing the art space of Uganda.
Kashushu is a self taught contemporary digital illustrator, originally from Uganda, who works across various digital mediums like adobe illustrator, procreate , Adobe fresco and adobe photoshop. She has collaborated with various brands through spearheading campaigns like “We Do We Art Project” by Smirnoff Uganda as well as reimagining the outlook of brands like Uganda Waragi through creating a limited Edition Label that was appreciated by millions of Ugandans. As an artist, she’s bringing art into unconventional spaces and hence revolutionizing the art space of Uganda.
Previous Awards Won:
- Silverbacks Awards 2024: Design Crafts| GOLD , Design| BRONZE - Digital Media Awards 2024 : Illustration Design : GOLD - Digital Media Awards 2025 : The Immersive Fiesta : SILVER
- Silverbacks Awards 2024: Design Crafts| GOLD , Design| BRONZE - Digital Media Awards 2024 : Illustration Design : GOLD - Digital Media Awards 2025 : The Immersive Fiesta : SILVER
