This project promotes a new craft beer in South Africa, ShweShwe. The beer is aimed at sophisticated women that still support the localcraft market of South Africa. The ideafor the branding was to change the perception people have aboutbeer; that it is cheap and butch for woman to drink beer. The beer is thuspromoted as sophisticated and classy, whilst emphasizing the craftiness of thelocal South African market.

The identity of the beer focuses on the local craft by theuse of patterns. Although the patterns that are used indicate craftiness, it isclean cut and feminine. Only two colours are used - white and turquoise, tokeep the design simple and clean. The bottles that are used are dark brown,with white sandblasting on to emphasize the idea of crafting, and to promotethe beer as being special and unique. The local craft market is promoted by thepromotional items for the campaign. The designed patterns are embroidered oncoasters, as well as on a runner that can be placed on bar counters, or instore. Furthermore a scarf is designed with a printed design of the patterns onit; since scarfs are known as a popular fashion item. This scarf can be handedout as a promotional gift to the target market and communicates the idea thatShwe Shwe craft beer is as classy, sophisticated and fashionable as the personwho is wearing this scarf. The beer can either be sold separately or in packs of four.The reason it is packaged in a four pack, instead of a six pack, is toillustrate that it is a classy beer that is enjoyed like wine, rather than aparty drink.