Bomalumz
Prize(s):
WINNER 2026 Packaging Design / Food & Beverage packaging
School / University Name:Vega School at Emeris
Lead Designer(s) Name(s):Demi-Leigh Bell, Racheal Keats, Shaye Cornish
Professor Name(s):Vian Roos
Project Location:Durban
Design Status:Prototype
Project Description:
This concept provides a new craft beer range as an extension of the Bomalumz wine and coffee brand family consisting of the 3 rugby players Ox Nche, Trevor Nyankane and Bongi Mbonambi. This project was designed to celebrate the spirit of South African “uncle culture” and the connection shared between friends. The Objective of this beer range is to connect with everyday South African men on a more emotional and cultural level, placing this beer as a symbol of humor , brotherhood and even social camaraderie. The design for both the glass bottle and the can drew inspiration directly from the existing Bomalumz visual identity, by combining the brands bold typography, outgoing style and their signature color palette. The 3 distinct colors come directly from the Bomalumz wine range there we used the same colors to create a cohesive set of craft beer variations as we wanted to still keep a visual link to the brands family
This concept provides a new craft beer range as an extension of the Bomalumz wine and coffee brand family consisting of the 3 rugby players Ox Nche, Trevor Nyankane and Bongi Mbonambi. This project was designed to celebrate the spirit of South African “uncle culture” and the connection shared between friends. The Objective of this beer range is to connect with everyday South African men on a more emotional and cultural level, placing this beer as a symbol of humor , brotherhood and even social camaraderie. The design for both the glass bottle and the can drew inspiration directly from the existing Bomalumz visual identity, by combining the brands bold typography, outgoing style and their signature color palette. The 3 distinct colors come directly from the Bomalumz wine range there we used the same colors to create a cohesive set of craft beer variations as we wanted to still keep a visual link to the brands family
Project Innovation / Specification:
This design is innovative in the way it grow on the Bomalumz brand into a new opportunity of craft beer, while maintaining a strong connection to South African culture and storytelling. Rather than simply launching another beer, the innovation takes a new direction through still keeping the familiar and comedic idea of “uncle culture,” breaking this down into a recognizable visual and brand experience. The cans and glass bottles use bold typography, bright graphics and the brand’s already existing color system to create a cohesive range of three craft beers that feel new yet connected to the Bomalumz family. By placing emphasis on resonated cultural moments and social connections, the design set the beer as more than just a beer, but as a icon of camaraderie, humor and shared identity. The innovation begins in bringing together brand expansion, cultural storytelling and strong visual design to create a design that feels authentic, locally relevant and celebrates South African brotherhood.
This design is innovative in the way it grow on the Bomalumz brand into a new opportunity of craft beer, while maintaining a strong connection to South African culture and storytelling. Rather than simply launching another beer, the innovation takes a new direction through still keeping the familiar and comedic idea of “uncle culture,” breaking this down into a recognizable visual and brand experience. The cans and glass bottles use bold typography, bright graphics and the brand’s already existing color system to create a cohesive range of three craft beers that feel new yet connected to the Bomalumz family. By placing emphasis on resonated cultural moments and social connections, the design set the beer as more than just a beer, but as a icon of camaraderie, humor and shared identity. The innovation begins in bringing together brand expansion, cultural storytelling and strong visual design to create a design that feels authentic, locally relevant and celebrates South African brotherhood.
Project Sustainability Approach:
This project takes on sustainability through cultural relevance and long-term brand value rather than a short-term trend. Through grounding the product in authentic South African culture and the common idea of “uncle culture” this design develops a deeper emotional connection with the audience, inspiring long-time engagement with the brand. The strong visual direction, which is grown on the existing Bomalumz identity, gives the new range the ability to expand consistently without the need for a constant need to re-design the craft beer. Therefore, decreasing unnecessary production changes. Therefore, by focusing on storytelling, cultural connection and timeless social directions, such as coming together and sharing moments together, this design encourages a product experience which remains constant as time passes therefore highlighting brand longevity and sustainable design thinking.
This project takes on sustainability through cultural relevance and long-term brand value rather than a short-term trend. Through grounding the product in authentic South African culture and the common idea of “uncle culture” this design develops a deeper emotional connection with the audience, inspiring long-time engagement with the brand. The strong visual direction, which is grown on the existing Bomalumz identity, gives the new range the ability to expand consistently without the need for a constant need to re-design the craft beer. Therefore, decreasing unnecessary production changes. Therefore, by focusing on storytelling, cultural connection and timeless social directions, such as coming together and sharing moments together, this design encourages a product experience which remains constant as time passes therefore highlighting brand longevity and sustainable design thinking.
Local and Regional Impacts of the Project:
Our project gives recognition to and celebrates local South African culture, by using inspiration from the well-known humor and power of "uncle culture", which is recognized in all parts of many families' social lives, also giving recognition to the well-known springbok players with whom our country comes together to praise. Our design was made to place these cultural connected moments into the visual identity and storytelling of our beer. This project develops a strong sense of local understanding and pride across the world even. Our design is an extension of the social moments which bring people together across the South African country, such as through gatherings such as braais, and storytelling between friends and even family. Our beer is emphasizing the idea of humor and connection.
Our project gives recognition to and celebrates local South African culture, by using inspiration from the well-known humor and power of "uncle culture", which is recognized in all parts of many families' social lives, also giving recognition to the well-known springbok players with whom our country comes together to praise. Our design was made to place these cultural connected moments into the visual identity and storytelling of our beer. This project develops a strong sense of local understanding and pride across the world even. Our design is an extension of the social moments which bring people together across the South African country, such as through gatherings such as braais, and storytelling between friends and even family. Our beer is emphasizing the idea of humor and connection.
Lead Designer(s) Name(s):Demi-Leigh Bell, Racheal Keats, Shaye Cornish
Profile Description:
I am a designer who has a passion for finding how culture in many forms, and deeper emotional roots can be grown between a consumer and the design. I feel this foundation it what sets a design apart from globalized design around the world. I have always had an interest in the richness South Africa has to offer, such as through its nature and traditions, I like to find a lot of inspiration for my designs through our country as it really does have many beauties to offer. I hope to resonate my creations with people inspiring them to see design as a beautiful appreciation of our own journeys.
I am a designer who has a passion for finding how culture in many forms, and deeper emotional roots can be grown between a consumer and the design. I feel this foundation it what sets a design apart from globalized design around the world. I have always had an interest in the richness South Africa has to offer, such as through its nature and traditions, I like to find a lot of inspiration for my designs through our country as it really does have many beauties to offer. I hope to resonate my creations with people inspiring them to see design as a beautiful appreciation of our own journeys.
Previous Awards Won:
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