Noord, iKhaya Lama Hustler!

Your Dreams are just a Taxi away

so Masihlalisane Mngani.

For wena o Gen Z nama Millennials. Those who experience taxis on an everyday basis and those who have yet to experience the culture of iTaxi rank. Sithi welcome to Noord Taxi Rank,

iKhaya Lama Hustler.

Problem

What comes to mind when you hear the words taxi rank? If you thought dirty, loud and rowdy, rude taxi drivers, the list goes on. Well, that is the problem. The aim is to provide Noord Taxi Rank a refreshed new brand identity that changes this narrative.

Insight

Taxis form a large part of our cultural identity. Young people aim to change the status quo and break generational curses, being the leaders of our current generation, we seek to move away from old narratives and shape a unique identity, thus gravitating to destinations that nurture this and give us a sense of belonging.

Concept

#442 Masihlalisane

Nobody gets left behind. Through this journey of being young, Taxi ranks are the portal that take us from where we are to where we want to be, allowing us to succeed, reach our goals and hustle, nje nge Boza.

Once you get to town, a billboard to remind while o setekisini to listen to authentic stories from authentic people in the MasupaPod. A podcast that shares the stories of the everyday heroes you share the taxi with.

The journey to your dreams is long, and on the way, you pass o makhelwane na bo mngani. What better way to show you the way to Noord, than on their walls zase khaya. Murals are a compelling way to beautify walls as well as share a distinct artistic expression in South Africa. I wanted to incorporate this element into the executions as it ties well into the authenticity of Noord and black culture. A touchpoint my target audience often sees and engages with on an almost daily basis, thus the perfect opportunity for destination (brand) visibility.

Bucket ya di “Scones”

In the community, the bucket is such an integral part of black culture. Through conducting interviews and asking questions I found that the bucket is the main character in our everyday lives. From holding scones and cakes for family gatherings, to being used to clean the house. Being used to store water for rainy days or to give food parcels to those in need, the infamous bucket has made its way to the rank one way or another. It was important to have Noord at the forefront of this culture by creating its own bucket.

Window Stickers

Collateral that speaks to the uniquely African way of travel, is the checkered travel bag. The infamous bag known to sit on top of long distance taxis, that carry pots, pans, anything you can imagine to where home is, eMakhaya. The design has the Noord Number Plate/signage to tie back to the taxi’s, that take you from their home eNoord to your home eMakhaya.

Everyone has driven behind a taxi and seen the character and personality taxi windows often have. Creating a window sticker for itaxi za se Noord, so you know the way to ikhaya lama hustler.

Makhaya Travel Bag.

Reminding the hustler about the wonderful things iNoord has to offer on Instagram. Reaching them in their daily scrolls on the socials.

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