MINDFUL PACKAGING
HELPING BRANDS GROW
BY DOING MORE WITH LESS.
MORE IMPACTFUL,
MORE ENGAGING,
MORE FRIENDLY FOR PEOPLE & PLANET.

 Local is Lekker

Local Is Lekker

Woolworths South Africa

To celebrate local flavours, farmers and suppliers, Woolworths introduced the LoveLocal range. Our challenge was to make local products look “lekker” (good or pleasing in South African slang) by being truly authentic. We needed to avoid flag slapping and stereotyping and do something fresh.
 Local is Lekker
 Local is Lekker

DISTINCTLY AND AUTHENTICALLY SOUTH AFRICAN

Authenticity comes through in the idea “Genuine South Africa”: combining locally made design with locally made products to highlight the provenance of the range. We commissioned skilled artisans to create 3D objects in traditional African art beading techniques and combined these with product photography.
 Local is Lekker
 Local is Lekker

PRIDE IN LOCAL ART AND FLAVOURS

The result is the creation of a distinct and meaningful identity for the LoveLocal brand which heroes quintessential South African flavours. The range received positive media attention including a behind the scenes feature on national television. Simple, real, honest and inspired by a community’s pride in its cultural identity. A brand created for the people, by the people.
 Local is Lekker