the taste of the nation
[LUCKY STAR]
Since 1959, Lucky Star has been helping generations of South Africans put tasty and nutritious meals on the table.
The Taste of the Nation is a culinary journey across the country, celebrating Mzansi's rich diversity, vibrant culture, and distinctive flavors.
the taste of the nation
The Taste of the Nation
Agency: ONE
Role: Art Direction, Graphic Design + Illustration
To kick off our campaign prelaunch, we designed a series of vibrant posters that showcased the diverse dishes that can be crafted with the product.
The posters included famous landmarks and symbols from different provinces across South Africa.
Following this, we launched a nationwide campaign to discover the most mouthwatering Lucky Star dishes – and share the stories of 25 diverse chefs.
Each chef brings their own unique approach to cooking with Lucky Star, reflecting the culinary traditions and flavors of their home province.
Trusted and true recipes, reflecting the limitless versatility of Lucky Star.
To coincide with the book launch, hand painted murals were created in each province across the country. Featuring iconic landmarks and culturally significant symbols, the illustrative artwork captures the vibrancy, energy, and beauty of South Africa.
5000 kilometers.
40 recipes.
25 chefs.
9 provinces.
1 nation.
United by 1 can.
