South Africans do not respect their environment due to a lack of knowledge of our local flora. As a result, there is a lot of litter and deterioration of buildings
in cities. As a multi-disciplinary team consisting of Luke Hohls, Sashni Govender, Rachel Rust, Tehillah Els and myself, we decided to tackle this problem with Cadbury.
Citizens also lack pride in their environment. This leads to a lack of respect and care of our beautiful natural spaces. Most respondents from research revealed that
they felt uneducated about South Africa's natural environment. Since South Africans are unaware of the benefits and uniqueness of their environment,
they are not proud of it.
Our team introduced Cadbury Owomdabu Afrika! Owomdabu means "Indigenous Africa". It consists of a range of 6 Cadbury chocolate slabs that have uniquely South African flavours: Marula, Spekboom, Kei Apple, Baobab, Noem Noem and Rooibos.
The six flavours will be wrapped in biodegradable packagaing that has a colourful surprise inside. Inside, the wrappers have an African-inspired pattern and information about the plant in the chococlate. There is also a QR code in each wrapper that links to motion graphics that give more information about the plants.
The wrappers also act as collectibles. When you put the inside wrappers next to each other, they flow togther into a big poster!
The wrappers will have patterns and typography inside to tie it back to Africa.
Cardboard posters will also be made of the inside wrappers and distributed to schools as an educational resource for classrooms. Cadbury will additionally send representatives to teach children how to garden and cement that importance of our natural world.
Case Study Video
The Owomdabu Afrika range is set to launch in September, South Africa's heritage month. As such, the team designed shelf wobblers and floor stickers to go up in grocery stores to attract customers to the chocolate shelves. Shelf wobblers will also be put up around the braai equipment since South Africans braai a lot during heritage month.
As a team, we worked collaboratively throughout the Owomdabu Afrika! campaign. Together, we came up with ideas for our concept and ideated different styles of typography and patterns to appear on the chocolate wrappers.
I primarily worked together with our graphic designer to produce the final inside wrappers. I then translated them into our motion graphics that are viewed when people scan the QR codes inside the wrappers.