iKind Media was recently briefed to conceptualise, design and illustrate an iconic viral sticker for Street Scene that would be used to spread brand awareness across Southern Africa. The concept was based around the fact that each mini-bus used on the Street Scene tours is called an “Nguni”, which is a highly prized breed of cattle indigenous to Southern Africa. The ancestors of Nguni cattle were brought by the Xhosa, Zulu and Swazi people, during their migration to Southern Africa between 600 and 1400 AD. Since then, these animals have played an important social and economic role in the development of these societies. King Shaka of the Zulus understood this cultural and economic importance and seized control of the Nguni herds on his dominions. Shaka also bred the Ngunis according to colour patterns in order to produce skins for the several regiments of his army, henceforward recognized by them. His elite personal guard was recognised by pure white, from animals of the royal herd, the inyonikayiphumuli. This cultural richness of the Nguni in Southern Africa epitomises the Street Scene brand in the region.

The colours used in the sticker design were restricted to the brand corporate identity; with the logo holding a dominant position within the design.

The initial drafts included the cow on a skateboard with a cow bell on a big chain. A variation of the cow wearing sunglasses was also created as an option to represent the laid back lifestyle of Durbanites. Within the final execution, the mottling of the fur was simplified with all elements being removed for a simpler approach. The addition of a tunnel flesher was added to the ear to give the cow some street cred.

Once this design was approved a female version of the cow was portrayed with a subtle node to the logo being used in the earrings. Look out for these stickers around your city!