POSTER DESIGN:
The Ask: Create an A2 poster that illustrates a South African recipe to celebrate Heritage Day for UCook, an online meal delivery service. Celebrate Afrikaans culture through cooking by showing a traditional recipe reinvented.
The Solution: This poster highlights the way in which the Afrikaans language has an ambiguous sense of humour, by illustrating the literal double meaning of words. By illustrating a visual and verbal pun, this poster aims to uplift Ucook’s slogan, cooking made easy, as it showcases a recipe in a simple math equation. The poster ultimately reads the visual wortelkoek as a double meaning, meaning carrot cake in English but also referring to the Afrikaans wortel meaning cake, furthermore wortel meaning root implying “to the root of/ to the square root of…” which is where the visuals link the recipe as a Maths equation. To further add to the visual meaning, the medium of wax crayons and graphs is used to showcase this recipe as if it were a school task. The title Jou ma se wortelkoek translates directly as “your mother’s carrot cake” but also plays on a slur Jou ma se being the beginning of a well-known Afrikaans insult. This recipe calls for alcohol and that is the stinger of the punchline.
