In South Africa, bar branding is basic and uninspiring. Formulaic solutions are generally used: posters, light boxes, neon signs, big logos etc. The holistic venue has never been considered.

In taverns, or township bars, branding is traditionally very basic. In addition, South African law requires security screens separating customers from stock, making patrons feel like criminals. Electricity supply in townships is intermittent and becoming more expensive. Furniture needs to be hardy, as it is moved and stacked nightly to allow space for dancing. And the war between rival alcohol brands means that competitor representatives remove or deface our messaging.

South African law requires taverns (township bars) to have security 'screens' separating customers from the stock. These screens are functional but ugly and are not required in more upmarket, traditionally “white” bars. We earmarked these security 'screens' as the perfect place for advertising the Windhoek beer brand.

• Customers say they feel considered for the very first time.

• Owners obey the law in a way that has never been seen before.

• Our sales team tell us their relationships with owners are the best they've ever been. As a result, additional fridges have been installed, and naturally, sales of Windhoek have shot up.

• This makes our client happy. Not only is their messaging unique and impossible to remove, they now have neighbourhood support for being the first South African beer brand to truly respect tavern culture. Cheers to that!