BIC I Love Africa Pocket Lighter Series
Prize(s):
COMMUNICATION DESIGNER OF THE YEAR 2026 | WINNER 2026 Packaging Design / Product packaging
Lead Designer(s) Name(s):Tshepo Masilo
Other Contributor(s):BIC Nigeria Marketing Team
Client Name:BIC Nigeria/ West Africa
Photo Credit:Tshepo Masilo
Project Location:Nigera (and West African Countries)
Design Status:Commercialized
Website: View
Video URL:View
Project Description:
This project involved developing a series of 8 pocket lighter illustrations for BIC, tailored for Senegal, Côte d’Ivoire, Ghana, and Cameroon. The creative approach centred on capturing the spirit of each country through themes of food, lifestyle, music, and fashion, turning each lighter into a small but meaningful celebration of culture. With “moment makers” as the target audience, the illustrations were designed to connect with people who value shared experiences, everyday rituals, and human connection. Two illustrations were created for each country, focusing on themes that best reflect its character and cultural identity. The aim was to create a collection that felt vibrant, relatable, and locally resonant while also building a wider sense of unity across the region. Through this series, the pocket lighter became more than just a product. It became a storytelling canvas that embraces moments and ignites connections.
This project involved developing a series of 8 pocket lighter illustrations for BIC, tailored for Senegal, Côte d’Ivoire, Ghana, and Cameroon. The creative approach centred on capturing the spirit of each country through themes of food, lifestyle, music, and fashion, turning each lighter into a small but meaningful celebration of culture. With “moment makers” as the target audience, the illustrations were designed to connect with people who value shared experiences, everyday rituals, and human connection. Two illustrations were created for each country, focusing on themes that best reflect its character and cultural identity. The aim was to create a collection that felt vibrant, relatable, and locally resonant while also building a wider sense of unity across the region. Through this series, the pocket lighter became more than just a product. It became a storytelling canvas that embraces moments and ignites connections.
Project Innovation / Specification:
This project was innovative in the way it used product packaging as a cultural storytelling platform. Rather than treating the BIC pocket lighter as just a functional everyday item, the design approach turned it into a small canvas for identity, pride, and connection. The innovation also came through localisation. The illustrations were created specifically for Senegal, Côte d’Ivoire, Ghana, and Cameroon, drawing from themes of food, lifestyle, music, and fashion. This allowed the packaging to feel culturally relevant and personal to each market, while still contributing to a broader regional story around shared moments and human connection. Another innovative aspect was how illustration added emotional and collectible value to a mass market product. Pocket lighters are usually seen as practical and disposable, but this project elevated them into objects that people could connect with on a cultural level. By balancing local relevance with brand consistency, the project showed how packaging can do more than stand out on shelf. It can celebrate culture, create recognition, and make an everyday product feel more meaningful.
This project was innovative in the way it used product packaging as a cultural storytelling platform. Rather than treating the BIC pocket lighter as just a functional everyday item, the design approach turned it into a small canvas for identity, pride, and connection. The innovation also came through localisation. The illustrations were created specifically for Senegal, Côte d’Ivoire, Ghana, and Cameroon, drawing from themes of food, lifestyle, music, and fashion. This allowed the packaging to feel culturally relevant and personal to each market, while still contributing to a broader regional story around shared moments and human connection. Another innovative aspect was how illustration added emotional and collectible value to a mass market product. Pocket lighters are usually seen as practical and disposable, but this project elevated them into objects that people could connect with on a cultural level. By balancing local relevance with brand consistency, the project showed how packaging can do more than stand out on shelf. It can celebrate culture, create recognition, and make an everyday product feel more meaningful.
Project Sustainability Approach:
The project touched on sustainability through a culturally thoughtful design approach. Instead of using generic packaging, the illustrations were tailored to reflect the identity, lifestyle, and everyday culture of specific African markets. This helped create stronger and more meaningful connections with consumers, making the design feel more relevant and lasting. It also supported cultural sustainability by celebrating local stories through themes such as food, music, fashion, and lifestyle. In this way, the project was not only about visual appeal, but also about representation and creating packaging that people could genuinely relate to. Overall, the sustainability approach was less about materials and more about designing with cultural relevance, authenticity, and long term resonance in mind
The project touched on sustainability through a culturally thoughtful design approach. Instead of using generic packaging, the illustrations were tailored to reflect the identity, lifestyle, and everyday culture of specific African markets. This helped create stronger and more meaningful connections with consumers, making the design feel more relevant and lasting. It also supported cultural sustainability by celebrating local stories through themes such as food, music, fashion, and lifestyle. In this way, the project was not only about visual appeal, but also about representation and creating packaging that people could genuinely relate to. Overall, the sustainability approach was less about materials and more about designing with cultural relevance, authenticity, and long term resonance in mind
Local and Regional Impacts of the Project:
The project had local and regional impact by turning an everyday product into a platform for cultural pride and participation. In Nigeria, the social media campaign encouraged people to collect the limited edition lighters and respond creatively through videos, dance, and storytelling, which drove strong engagement and community involvement. Regionally, the project celebrated the cultures of Senegal, Côte d’Ivoire, Ghana, and Cameroon through illustrations inspired by food, lifestyle, music, and fashion. This helped create a sense of connection across different African identities while celebrating the uniqueness of each culture. Overall, the project used design to spark engagement, celebrate culture, and build unity across both local and regional audiences.
The project had local and regional impact by turning an everyday product into a platform for cultural pride and participation. In Nigeria, the social media campaign encouraged people to collect the limited edition lighters and respond creatively through videos, dance, and storytelling, which drove strong engagement and community involvement. Regionally, the project celebrated the cultures of Senegal, Côte d’Ivoire, Ghana, and Cameroon through illustrations inspired by food, lifestyle, music, and fashion. This helped create a sense of connection across different African identities while celebrating the uniqueness of each culture. Overall, the project used design to spark engagement, celebrate culture, and build unity across both local and regional audiences.
Lead Designer(s) Name(s):Tshepo Masilo
