iPendoring 2025 Finalists
Smaak your Taal
JordynRamos / Johannesburg, + CaitlinPaige / Johannesburg, + Richardt Strydom / Johannesburg,
Client / Brand
Pendoring 25
Entry Title
Smaak your Taal
Description (View/Hide)
Rationale for Flavours of Language
"Flavours of Language" is a marketing campaign concept developed for the Pendoring Awards, celebrating and promoting South Africa’s rich diversity of indigenous languages. This project was created with the intent to visually personify language as something more than a communication tool—reimagining it as an experience that can be seen, felt, and even ‘tasted.’
Rooted in the idea of sensory branding, and inspired by Sarah Hyndman’s Type Tasting methodology, this campaign uses visual metaphors—texture, color, and composition—to translate the distinct personalities of each language into appetising, flavourful imagery. The art direction is focused on allowing each language to speak for itself through carefully considered design choices: bold close-up photography, tactile surfaces, and playful, culture-specific visual cues.
To emphasize the visual narrative, key campaign assets include versions of the imagery without text overlays, allowing the concept to stand on its own and encouraging viewers to interpret the language-flavour relationship through purely visual means. This not only enhances emotional engagement but also allows the campaign to live across various platforms—social, print, and ambient media.
As an Art Direction piece, "Flavours of Language" showcases a distinctive, sensory-led approach that positions culture and language as something to be celebrated, savoured, and shared.
"Flavours of Language" is a marketing campaign concept developed for the Pendoring Awards, celebrating and promoting South Africa’s rich diversity of indigenous languages. This project was created with the intent to visually personify language as something more than a communication tool—reimagining it as an experience that can be seen, felt, and even ‘tasted.’
Rooted in the idea of sensory branding, and inspired by Sarah Hyndman’s Type Tasting methodology, this campaign uses visual metaphors—texture, color, and composition—to translate the distinct personalities of each language into appetising, flavourful imagery. The art direction is focused on allowing each language to speak for itself through carefully considered design choices: bold close-up photography, tactile surfaces, and playful, culture-specific visual cues.
To emphasize the visual narrative, key campaign assets include versions of the imagery without text overlays, allowing the concept to stand on its own and encouraging viewers to interpret the language-flavour relationship through purely visual means. This not only enhances emotional engagement but also allows the campaign to live across various platforms—social, print, and ambient media.
As an Art Direction piece, "Flavours of Language" showcases a distinctive, sensory-led approach that positions culture and language as something to be celebrated, savoured, and shared.
Entered In
JordynRamos / Johannesburg, + CaitlinPaige / Johannesburg, + Richardt Strydom / Johannesburg,
Client / Brand
Pendoring 25
Entry Title
Smaak your Taal
Description (View/Hide)
Rationale for Flavours of Language
"Flavours of Language" is a marketing campaign concept developed for the Pendoring Awards, celebrating and promoting South Africa’s rich diversity of indigenous languages. This project was created with the intent to visually personify language as something more than a communication tool—reimagining it as an experience that can be seen, felt, and even ‘tasted.’
Rooted in the idea of sensory branding, and inspired by Sarah Hyndman’s Type Tasting methodology, this campaign uses visual metaphors—texture, color, and composition—to translate the distinct personalities of each language into appetising, flavourful imagery. The art direction is focused on allowing each language to speak for itself through carefully considered design choices: bold close-up photography, tactile surfaces, and playful, culture-specific visual cues.
To emphasize the visual narrative, key campaign assets include versions of the imagery without text overlays, allowing the concept to stand on its own and encouraging viewers to interpret the language-flavour relationship through purely visual means. This not only enhances emotional engagement but also allows the campaign to live across various platforms—social, print, and ambient media.
As an Art Direction piece, "Flavours of Language" showcases a distinctive, sensory-led approach that positions culture and language as something to be celebrated, savoured, and shared.
"Flavours of Language" is a marketing campaign concept developed for the Pendoring Awards, celebrating and promoting South Africa’s rich diversity of indigenous languages. This project was created with the intent to visually personify language as something more than a communication tool—reimagining it as an experience that can be seen, felt, and even ‘tasted.’
Rooted in the idea of sensory branding, and inspired by Sarah Hyndman’s Type Tasting methodology, this campaign uses visual metaphors—texture, color, and composition—to translate the distinct personalities of each language into appetising, flavourful imagery. The art direction is focused on allowing each language to speak for itself through carefully considered design choices: bold close-up photography, tactile surfaces, and playful, culture-specific visual cues.
To emphasize the visual narrative, key campaign assets include versions of the imagery without text overlays, allowing the concept to stand on its own and encouraging viewers to interpret the language-flavour relationship through purely visual means. This not only enhances emotional engagement but also allows the campaign to live across various platforms—social, print, and ambient media.
As an Art Direction piece, "Flavours of Language" showcases a distinctive, sensory-led approach that positions culture and language as something to be celebrated, savoured, and shared.
