The campaign’s visual language was built as an authentic celebration of Zulu craftsmanship. At its core was Umblaselo – the intricate, vibrant beadwork that stands as a cornerstone of Zulu artistic expression.

We reinterpreted this traditional craftsmanship into a bold, dynamic patchwork effect that became the foundation of our visual identity. Text and imagery were woven together in layered, handcrafted detail – from bespoke typography to graphic treatments – each echoing the meticulous artistry of Umblaselo.

The result was more than a look and feel. It was a visual love letter – a living, breathing piece of art that honoured tradition while carrying it into a modern context, ensuring the campaign didn’t just speak about Zulu culture, but visually embodied and elevated it.