Branding that aims to appeal to the uniquely South African demographic of the so-called 'Black Diamonds’ and their contemporary identity as hard workers, supporters of their families, and proud pioneers of an exciting, successful future in South Africa. The name
'Exodus' relates not only to the Black Diamonds' physical journey from the townships to the
suburbs, but also their metaphorical move into a bright future.
The branding juxtaposes symbols of ‘the good life’ with urban and township scenes in a vernacular visual language of warm colours, pattern and iconoraphic illustrations.