Vusa

Unfiltered African spirit

Naming

Branding

Packaging

Print design

Art direction

Vusa is one of the first premium African vodkas. It’s filtered through the iconic Baobab tree using water from the Lion’s river. Traditional vodkas are grain-based but Vusa is distilled using sugar-cane grown naturally in KwaZulu-Natal – giving it a distinct African flavour.

Vusa celebrates unique African ingredients and aims to show the world the true side of Africa. Not one bound by censorship and conservatism but one bursting with rich creative culture – from underground music and food to fashion and street art.

To express this idea of uncovering the true side of Africa, we chose the name Vusa, meaning ‘awaken’ in Zulu.

Beyond revealing the true side of Africa, Vusa aims to promote a culture of creativity and self expression. One where people have the courage to discover their true self. To express this we created the tagline ‘Awaken your Spirit’.


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Vusa logo
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In addition to the wordmark we created a diamond shaped logo that was inspired by Zulu art.

This diamond icon represents the idea of ‘Awaken your Spirit’ by emitting from the centre – expressing movement and energy. The label itself is die cut from this shape, creating a visual burst that reveals a bold black and white pattern inside the bottle.

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Front view of Vusa bottle
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Front view of Vusa labels
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Side view of Vusa bottle
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Close up view of Vusa bottle
Top view of bottle
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Top view of Vusa seal
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Vusa required a pitch deck aimed at potential buyers from small independent bars to nationwide supermarkets.

To make a lasting impression and secure orders we created a tactile newsprint publication that celebrated Vusa’s unique brand story.

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Front cover of newsprint
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Vusa newsprint spread design
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Vusa newsprint designs
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Chris Frederick
Founder