Refilwe Mashego, interim marketing manager for The Body Shop South Africa and renowned illustrator Russell Abrahams, known as Yay Abe. (Supplied)
- In 2024, South African artistry shone as major brands collaborated with local artists to produce unique, culturally infused products.
- The Body Shop worked with illustrator Russell Abrahams for a locally designed advent calendar and store murals
- KFC teamed up with Elio Moavero to create a festive bucket design that captures the spirit of summer gatherings.
- Douwe Egberts launched collectable coffee jars featuring artwork by SA artists, emphasising sustainability and cultural storytelling in their Heritage Month campaign.
South African artistry has taken centre stage in 2024, with major brands embracing local talent to create unique, culturally resonant products.
From festive advent calendars to vibrant bucket designs and collectable coffee jars, these collaborations celebrate the rich diversity and creativity of South African culture while supporting local artists.
Here’s a closer look at some of the year’s standout partnerships:
The Body Shop x Yay Abe
The Body Shop South Africa unveiled its first locally designed and produced Advent Calendar, The Gift of Giving Good, a festive masterpiece created by renowned illustrator Russell Abrahams, known as Yay Abe.
The bold, colourful design reflects South Africa’s diversity, weaving together vibrant scenarios, local landmarks, and joyful characters that celebrate the nation’s rich cultural tapestry.
The calendar costs R2 100 and comes packed with 24 skin and body care surprises, including a limited-edition keepsake. The brand says the calendar is more than just a gift; it celebrates South African artistry and perfectly combines thoughtful gifting with cultural pride.
A Yay Abe mural in a Body Shop South Africa store (Supplied)
The Body Shop South Africa ‘The Gift of Giving Good’ Advent Calendar. (Supplied)
The Body Shop South Africa ‘The Gift of Giving Good’ Advent Calendar by South African artist Yay Abe. (Supplied)
This collaboration extended to The Body Shop’s Workshop stores nationwide, where Yay Abe’s Art of Us murals transformed shopping spaces into vibrant tributes to South African culture. The immersive sensory experience allows customers to explore the brand’s world while celebrating local creativity.
“This festive season, The Body Shop South Africa has much to celebrate—starting with the renewal of our franchise agreement with the Clicks Group and the Aurea Consortium’s acquisition of The Body Shop International. We are also incredibly proud of our partnership with Russell on the Art of Us campaign, which brings to life vibrant murals in our Workshop stores and has been further translated into locally designed and produced limited-edition gifting. Every exciting touchpoint reflects our deep commitment and rootedness to South Africa,” said Refilwe Mashego, interim marketing manager for The Body Shop South Africa.
KFC x Elio Moavero
Fast food meets art in KFC’s latest collaboration with Cape Town illustrator and musician Elio Moavero.
Known for his energetic, rock ‘n roll-inspired art, Moavero brought summer vibes to KFC’s iconic bucket with a design celebrating music, gatherings, and the joy of sharing meals. The limited-edition bucket, part of KFC’s Festive campaign, is a vibrant nod to South Africa’s lively summer culture.
Cape Town illustrator and musician Elio Moavero designed a limited-edition bucket for KFC’s Festive campaign. (Supplied)
“Summer is about being outdoors, listening to music, and enjoying great times with friends and family,” said Moavero.
His design also extends to other summer containers, enhancing the brand’s festive presence and reinforcing its role in creating memorable moments during the season.
Douwe Egberts x local artists
Four talented local artists from Douwe Egberts’ A Brew-tiful Beginning campaign. (Supplied)
To mark Heritage Month, Douwe Egberts launched its limited-edition collectable coffee jars as part of the A Brew-tiful Beginning campaign. The jars, adorned with artwork by four talented local artists, are as rich in cultural storytelling as the coffee they contain.
Artist designs at a glance:
- Zinhle Sithebe celebrates South African women with vibrant patterns.
- Ndumiso Nyoni blends tradition and modernity with his Afrofuturistic designs.
- Bonolo Chepape pays homage to Pedi culture through textile-inspired artistry.
- Wayne Beukes brings a contemporary edge with his urban-inspired artwork.
Beyond their aesthetic appeal, these jars highlight Douwe Egberts’ commitment to sustainability and upcycling. Designed for reuse, they offer endless possibilities – from storage solutions to DIY decorations – promoting thoughtful, eco-conscious living.
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“Douwe Egberts has always been about more than just great coffee. With these limited-edition jars, we’re excited to blend our passion for quality with a deep appreciation for South African culture and sustainability. ‘A Brew-tiful Beginning’ initiative invites our consumers to take part in this journey, turning something as simple as a coffee jar into a creative and purposeful home essential,” said Hayley van Niekerk, marketing manager at Douwe Egberts.
As these brands demonstrate, supporting local talent not only enriches the brands’ offerings but also fosters a sense of pride and identity in South African consumers.
This year, gifting and celebrating have become more than traditions – they’re opportunities to champion local artistry and sustainable living.
