PROJECT BRIEF

For our latest project, my team and I tackled the pervasive gender stereotypes ingrained within Afrikaans culture, particularly concerning alcohol consumption. Through extensive research, we uncovered a concerning trend: many Afrikaans men felt pressured to conform to traditional notions of masculinity, often defined by the type of drink they ordered. In this cultural landscape, drinks like brandy, whisky, and beer were deemed "manly," while colorful cocktails were stigmatized as feminine. To challenge these stereotypes head-on, we devised a bold campaign centered around redesigning the packaging for Buffelsfontein beverages. By infusing traditionally "manly" drinks with feminine aesthetics and introducing more masculine elements to wines and cocktails, we aimed to disrupt these entrenched norms. Our innovative label designs encouraged men to explore a wider range of beverages without fear of judgment, ultimately promoting inclusivity and redefining what it means to enjoy a drink "like a real man."