Today Brand Studio Pty Ltd / Port Elizabeth + Anele Mvazana / Port Elizabeth
Client / Brand
Khaya Sans Typeface
Imibiza yesiXhosa (three-legged pot) is a symbol of a hearty meal and a medium for conserving the various traditions around food, often referred to as "ungxawu" in the rural outskirts. It is the preferred way of cooking because of its ability to preserve "incasa" (flavour) in meals.
The engraving on ungxawu is the inspiration behind the font: Khaya Sans. Inspired by this, we conceptualised and highlighted the significance of a vessel steeped in tradition. This idea was married with the handwriting of Masterchef finalist & Executive Chef Khayakazi Kepe to create a new African font. The design of this typeface provides a personal touch to every food package sent out from Kaya's Kitchen. The campaign targeted local
well-known aspiring influencers, entrepreneurs, journalists, business personnel and students in the culinary sector as a way to wish them well on their various journeys. We applied this font to various marketing collaterals that went out as a direct mailer with personalised messaging to the recipients. The typeface's distinct relevance is in the layers of cultural references, symbols and Khayakazi Kepe's handwriting.
This pioneer is a uniquely African typeface that speaks to the very heart of the brand and the consumers. So no matter where the journey takes you, we expressed the importance of ukuqala ngomphako oncamis'umxhelo ( start your journey with a warm hearty meal full of richness)!