Meraki Graphic Design

MGD is a multi-facetted design studio that will tend to all your visual communication requirements, both digitally and print based.

27/02/2014

This is a project done for one of South Africa’s leading Brahman Farmers, Mr Jan Van Zyl, founder and CEO of Kroonvee.

The initial brief was to create simple billboards using photographs of the prize Brahmans on the farm. Looking at the business’ logo provided I discovered that the general shape of it can resemble the head of a Brahman, all it needs is ears to complete the picture! After showing Mr Van Zyl a doodle of this idea – he was quite intrigued by it and saw a lot of potential in this concept. Being the only cattle breed with long droopy earlobes, this visual captured the 2 core elements Mr Van Zyl wanted to bring across to the market – ‘Brahmans’ and ‘Kroonvee’. I was encouraged to take this further as an additional marketing plan to draw attention to this brand. I started playing around with the copywriting using general words/impressions/idioms consisting of the element ‘ore’ (Afrikaans for ‘ears’) and came up with a number of quirky catchphrases to compliment the established visual.

This advertising campaign is very controversial compared to others in this industry – it makes use of both humour and abstract imagery to make an impression on passers-by, rather than mere photographs and contact details. Based on feedback, I heard that it made a very definite and impactful impression on prospective clients and all the farmers of the region.