Back to our Roots brings homage to the wisdom that ancient South Africans have been harnessing over many years about the unique history, benefits, flavours and uses of interesting indigenous plants and fruits. By sharing ancestral stories together with a new contemporary perspective on old wisdoms, the brand can reconnect the audience to their own roots and stories of origin, giving a sense of shared belonging. 

We want to emphasised the wisdom and knowledge that is embedded in South African Heritage by reintroducing forgotten and lesser-known uses and benefits of indigenous edible plants, and to make the consumer use all of their senses to experience the brand and the product, and in this way connect to their fellow target audience members because of a shared wisdom about these special ingredients and to create new stories of their own.

The communication goal is to present the audience with the opportunity to engage with the product with all their senses and not only sight and taste, and to make them aware of the unique indigenous knowledge about edible plants in SA. The brand is using these ingredients in creative combinations for the flavours of the cocktail mixers, in order to connect to the audience to ancient wisdom and give them the opportunity to make their own contemporary stories and social memories.