OnTap Magazine

BATURE BREWERY IN NIGERIA ELEVATES ITS DESIGNWORKINGWITH ACCLAIMED ARTIST SOUL BARREL MANS THE BREWDECK AT TUK TUK Pim-Pam, a Glasgow-based creative design studio, has launched a new project for Nigeria’s first craft brewery, putting the work of internationally acclaimed artist Lemi Ghariokwu at the heart of the design process. This not only celebrates West Africa’s rich and colourful heritage, but also amplifies the region’s burgeoning craft beer movement. The team at Pim-Pam has been working with Bature Brewery for several years now, designing everything from their branding to their beer cans. With craft brewing still in its infancy in Nigeria, the design studio has always focused on partnerships with Nigerian artists to connect with the brewery’s audience, and this new collaboration with Lagos-based Lemi – who is best known for designing album artworks for Fela Kuti, the founder of Afrobeat – takes these brand efforts to a whole new level. “Lots of brands look to launch into the West African market, and one of the biggest things often missed is how they can connect with their audience – what works in the UK, across Europe or even the States isn’t the same as somewhere like Lagos. There’s no one-size-fits all approach,” explains Luke McCarthy, founder and creative director at Pim-Pam. “The craft beer movement has a real cult following in West Africa, and it’s key to know who the audience is, what they connect with, and why they would want to drink Bature Brewery. Collaboration and storytelling goes a long way, and by working with artists, creatives and musicians, we’ve found we can not only celebrate Nigerian talent, but bring Bature’s beers to new audiences and develop wider brand champions.” “It felt like a natural fit to work alongside Bature Brewery,” added Lemi. “I was keen to ensure the artwork for Bature worked as a tribute to the vibrant culture of Lagos – I was born, bred and buttered here, and I always ensuremy art works as a tribute tomy African- ness!” According to Pim Pam, the project is an example of the unifying potential of art, culture and craft, showcasing the capacity of creative collaborations to breathe new life into cultural legacies. Soul Barrel is excited to be taking the reins and manning the brew deck at Tuk Tuk, Franschhoek's main road microbrewery. Tuk Tuk is focused on showcasing the beauty of the world's classic styles, celebrating our brewing roots. The Tuk Tuk range will feature five of the world's classic styles: Lager, Weiss, Golden, IPA and a rotating seasonal. They will also be featuring a range of Soul Barrel IPAs and seasonals as guest taps. INTERVARSITYBREW Please see the results from this year’s IntervarsityBrew on page 7! ontapmag.co.za | Summer 2023 | 15