East African Breweries Limited (EABL) recently launched a region wide search to students to come up with a new logo. The competition created a lot of buzz on the internet, especially on twitter, when the 20 finalists were announced. "EABL’s Got Skillz?" was an East Africa-wide competition and submissions were sought from young creatives between the ages of 21-25, with the top 20 going to the hackathon at Nairobi Garage. The whole competition attracted 385 submissions.
With a 1M price awaited for the winner, everyone was excited to see who would win. The Final 20 logos included many great designs and it was not an easy call. Elvis who is a a third-year Film and Animation student at Multimedia University in Nairobi was one of the favourites online and the winner. He will also undergo mentorship at WPP-Scangroup, where he will get the opportunity to learn from some of East Africa’s most experienced creative designers, giving him a chance to develop his skill into a career.
Some of the elements that made Elvis' design stand out include the barley in the logo, he customised the font in circles to represent unity and stability and coloured it purple to represent the loyalty that alcohol consumers have to the brands they consume.
Elvis also moved the iconography in the final logo to make it bolder and more balanced, adding the tagline “Celebrating life”. Against the purple background, the font is in yellow, signifying the celebration of life and sunshine. "His design won the hearts and minds of the judges because of the memorable independent device, the modern welcoming font, its clean and simple execution and its adaptability for various uses. Elvis will in the coming days get a chance to refine his winning version, which will be EABL’s next-generation corporate logo, with the help of creatives at the regional advertising house." we were told.
“It was overwhelming,” Elvis said of the call from EABL informing him of his success. “I still don’t know what to do or say but I am very happy. My friend sent me a screenshot of the competition and I just submitted my design.”
25-year-old John Kinyanjui Nyambura, and the only group that made it to the top 20, Wiptem Creators, came in second and third in the competition respectively.
The second-placed contestant will get Kshs 500,000 and the third-placed Ksh300,000. At the hackathon last Saturday, Wiptem were represented by Patricia Nkirote and Teddy Sananga.EABL’s Corporate Relations Director, Eric Kiniti said the competition provided useful insights on the talent amongst young creatives.
“Listening to the contestants explain their submissions on Saturday afternoon at the hackathon, we were able to get a full appreciation of the depth of talent that East Africa offers. They were also happy to receive professional advice from some of the finest creative designers in the region. EABL is always happy to support the arts community and this we can say has been very successful,” said Kiniti.