The Monotype D&AD brief required one to utilise the power of type to spark a conversation, evoke better cultural understanding and celebrate diversity.
The concept of colouredness has received many subtle negative connotations, and this campaign aims to break boundaries and judgement, create a dialogue and encourage coloured people to be unashamed and proud of their unique heritage.
Following is my light-hearted and celebratory approach to commemorate my culture through illustration and typography. The merging of a generic and versatile sans-serif typeface (Arial) with that of symbols and elements relating to coloured culture intends to amalgamate and unify communities and represents a sense of oneness in our ever-changing cultural sphere.
Informal greeting or expression of agreement.
"Awe! How are you?"
Frozen juice packaged in plastic.
Dairy-based juice famously renowned for washing down a gatsby.
(See "G")
Food.
"Make me a dyt"
A cigarette after it has almost been smoked to completion.
"Can I have a skyf (drag) of your entjie?"
Equivalent to "fuck" - expressive word.
"Fok, I was mos gesuip (drunk) last night"
Or Gatsby.
A colossal sandwich consisting of slap chips (see "S") and other fillings.
"A full house steak gebba after the jol (party) is the ultimate hangover prevention"
Celebratory expression.
"Hoya, this jol is rukking"
Statement of agreement.
Slang term used to describe a person who has a few screws loose.
"Are you jas?"
The end slices of a loaf of bread.
Good. Nice. Refers to something that is pleasing.
Directly translates to "my brother."
Sex.
Group of male friends.
3 or 5 litres of wine in a silver foil packaging inside of a box. Can be shortened to "sak".
"Yoh, that sak gave me the ugliest hangover"
750ml bottle of beer often purchased in a case.
An aesthetically pleasing person.
"Fok, I met the reggest girl today"
Potato fries drenched in salt and vinegar.
Sneakers.
"My ou (father) bought me a lekker pair of takkies"
Lifting a person on one's back (piggyback).
"Ubba me?"
A kiss involving tongue.
A vienna sausage eaten on its' own or paired with bread/slap chips.
"Run to the shop and get some lekker warme worsies"
Translates to "ek sê"
Statement of expression equivalent to "I said."
Used to express astonishment, awe or disbelief.
"Yoh, I've had a rough day"
Cannabis cigarette.
"Give me a skyf of that zol, man?"
Prints
