Soweto Gold - Born in Soweto, brewed for all.
It’s not everyday that you get the chance to launch a national brand for Heineken, but we did in 2018. As a supplier for fine design to Heineken AMEE, we were given our first shot at it with the launch and design of Soweto Gold. (A fine beer I may add too).
The brand name did not come from us, but from the existing small craft brewery in Soweto. A partnership was born between Heineken and the brewery, and we were set to work.
For At Pace, it was first to design an icon, and the inspiration came from the cooling towers..(long may they stand in this case too). The crafting of the icon took a week, with various iterations with 2 towers, then one, then the crafting of the SG typography set into the tower. Finishing off with golden rays of the setting (or rising) sun. Bold white and gold type set in a black background gave it shelf prominence, and a wonderful by — line “Born in Soweto, brewed for all”.
With this project came a full brand guideline, with point if sale items to match. The total time on this project from start to launch was approximately 7 months.
This delicious brand grows daily, and perhaps one day, into SA’s number one beer.