For this project, a limited edition, narrative packaging is required of a South African brand motivated by an environmental or social issue. The brand chosen is Bos’s one litre iced tea motivated by the social issue regarding the neglect of the Khoisan culture.
Bos iced tea is made from Rooibos. The iced tea brand stands for connection between people, but what about the people who discovered the Rooibos tea? The Khoisan people discovered the Rooibos tea. They are one of the first people in South Africa but are now part of the most neglected. Thanks to the South African laws the Khoisan can’t express their traditional ways of existing. Help save one of South Africa’s oldest cultures by supporting Bos tea, to give back to this communities. The special edition packaging will be published around Heritage Day for all of the young trendy users aged 20-35.
The goal is to communicate that the Khoisan culture is being extorted for their rooibos knowledge and used for societal gain, where their rich cultural values/history are being overlooked, rather than celebrated for their rich cultural history. The consequences are that the Khoisan culture is starting to fade away, because other cultures do not always value the Khoisan existence, but only want to use what their knowledge has to offer. This project shows the Khoisan in a positive light for the connotation to be made with the teamaker (Khoisan individual) by the user.
The designs are motivated by the brand aesthetic of bold colours and vector linework. This will give the fun, caring tone of voice that Bos strives for.
