Rooibos is a local jewel, cultivated only in the Cederberg valley of the Western Cape.
For generations, it has formed an integral part of that region’s story - and the broader South African story.
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Its unique, naturally sweet flavour has been immortalised in books, songs, and television shows. And, more recently, in a range of beautiful Rooibos-inspired designs created by an inspired group of scholars living not far from Rooibos’s heartland.
The smell, texture and taste of Rooibos immediately evoke special memories for generations of South Africans. But what does Rooibos mean to the younger generation?
Laager Rooibos was at the centre of a design-inspired project run by the Hermanus Visual Art & Design Youth Program, which focuses on developing art and design skills in different schools and areas within the Overberg. This programme, which is also supported by the Rupert Foundation (Trim Tab), supports over 200 learners, covering all their costs from food and transport through to materials for design, art, crafts and art therapy.
In partnership with Lindsay Leppan from TDL Advertising, as well as Vivienne Mitchley and Jeandre Marinier from Hermanus Visual Art & Design, the learners were introduced to Laager Rooibos tea and given a brief that would place them in the world of living design. After researching Rooibos, the learners were tasked with conceptualising different types of packaging, creating a mood board for the Laager Rooibos brand, as well as a new product to add to the Laager Rooibos range.
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This culminated in the final exhibition at the Hermanus Visual Art & Design Centre, where a panel of judges evaluated, tasted and explored the works presented, awarding prizes to the winners. The standard was exceptional and the ideas diverse - with the concepts varying from children’s story books, lip balm, sweets, and cocktails, to candles and dynamic graphic design. The exhibition was a feast for the senses, truly capturing the ‘South African-ness’ of Rooibos, its versatility and unique flavour that ‘tastes like home’.
Laager Rooibos Marketing Manager, Candice Sessions, noted:
“It is so inspiring to see Rooibos through the eyes of these young learners, and to see how Rooibos remains relevant through the ages. We are amazed at how they have captured the spirit of the Laager Rooibos brand, as well as our Tea4Kidz Rooibos range, and really brought to life the heart of the brand. We are so grateful to Lindsay Leppan, Vivienne Mitchley and Jeandre Marinier, along with everyone else involved, for making this partnership possible – and for putting our brand into the very talented hands of these young learners.”
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