- Craft beer for the discerned
Shwe Shwe is known as a traditional fabricwhich is used by various black cultures
in South Africa and is today incorporatedin the fashion of young Urban men that
portray the African street style trend. Inthis context, this Shwe Shwe beer is crafted
for the black diamond target market men andthe focus age group is between the ages
23 - 36 specifically the elite. The designis a more modern interpretation of shwe
shwe and consists of the popular shapes andpatterns of shwe shwe fabric. Just like
the urban target market might have atraditional background they are not traditional
just like the design of Shwe shwe.
The logo shwe shwe is only typography forthe reason the font used consists shwe
shwe characteristics. Each label’s designdiffers in a unique way according to shwe
shwe shapes. The colours are carefullychosen where tangerine is the colour of
2012 (trendy), blue is one of thetraditional colours of shwe shwe fabrics and the
specific green is worn a lot by thespecific target market. The executions consist of a
logo, labels, packaging, In-storepromotion, promotion items, posters and a billboard.
There are three labels for sorghum beerlight, medium and stout. The packaging
contains triangular shapes that's andcolour which are unique in relation to other
beer packaging in the market. In storepromotions are bar chair sticker saying "seat
reserved for the discerned" and thereare three wallpaper designs. Promotional items
are a free bow tie when one buys shwe shwebeer and a serviette when ordering
shwe shwe in a restaurant. Posters of eachtype of shwe shwe beer are designed as
well as a billboard.