Soweto, Sila!

Vodacom’s express stores in townships were underperforming. Not because of product, but perception. Red-and-white branding felt cold, expensive, and out of touch. We were brought in to localise the experience without diluting the brand’s prestige.

We responded with warmth. Lifestyle-driven visuals, price-sensitive merchandising, regionalised messaging, and activations that reflected everyday South Africans. We brought personality to point-of-sale, and familiarity to an intimidating retail space.

OVERVIEW

New naming convention for express stores
Regionally tailored messaging
Visual and merchandising redesign
Activation and promo concept development