Reimagining an Iconic South African Product
Amarula
Illustration has been used by various South African artists to revamp South African products to provide them with a fresh new look. I have selected to reimagine Amarula.
Traditional Media Illustrations
I have decided to create a conceptual illustration for this outdoor media campaign.
I have applied this technique through my layout choices to the design, which I believe
praises the concept.
I have applied this technique through my layout choices to the design, which I believe
praises the concept.
Through this I have created three concepts with compositions that complement the beauty of South Africa with reference to the culture and animals of South Africa and the natural beauty that the country has to offer. I considered using a long-term and fresh perspective with a solid, formal look that the brand can adopt to future campaigns.
The campaign can fascinate many South African people who appreciate and understand the Amarula brand better through the aesthetic designs.
Mixed Media Illustrations (Traditional and Digital Illustration)
My design choices have been selected accordingly to allow for each concept to showcase
African women, the landscape of Africa, and the iconic animal associated with the Amarula
brand, the African elephant.
African women, the landscape of Africa, and the iconic animal associated with the Amarula
brand, the African elephant.
Therefore making the visual meaningful. The colour scheme is very African and distinctive through rich colours and my choices of textures and tones stand out.
The illustration technique I have employed is to complement the brand as a whole, as this is one of the purposes of conceptual illustrations. The drawing was done with coloured pencils, but I used Photoshop to enhance the drawing making the design mixed media.
Outdoor Media Campaign
Therefore, the choice of design is mature, pays homage to the beauty of South Africa, and
communicates well with the target market because it is exactly what the target market wants and would appreciate. As a result making the campaign a success as the target market will be motivated to purchase the product.
communicates well with the target market because it is exactly what the target market wants and would appreciate. As a result making the campaign a success as the target market will be motivated to purchase the product.
FIN
