Campaign identity pitch for South African Breweries. The idea of the campaign is to uplift young people by emphasising the value they hold within their communities.
Ndiyakhumbula is a word from the African language, Zulu, which means 'I remember you'.
The sentiment of Ndiyakhumbula creates a beautiful external view of a person’s life. It is passive yet responsive, uncluttered by judgment or the past. From this belief emerges an affirmation of the individual within the context of community.
The letters creating the 'I AM' mark are created from within the greater whole of Ndiyakhumbula giving the appearance multiple layers yet contained within a simple visual language and narrative.
It is an active declaration of self that can lead the story in any way we choose.
