Brand: Primus Beer Rwanda
Tagline: “Yacu, Iwacu” (It’s Ours. It’s Our Pride.)
Campaign Objective:
To bring Primus closer to the people by celebrating Rwandan identity,
tradition, and community pride through impactful outdoor wall branding
that’s visually authentic, emotionally engaging, and proudly local.
Strategic Insight:
Primus is more than just a beer—it is a symbol of shared moments,
friendship, heritage, and joy. The tagline “Yacu, Iwacu” speaks directly to
this emotional connection:
It’s our beer, rooted in our culture, and proudly part of our everyday life.
To visually express this identity, we created a wall branding campaign
that merges traditional Rwandan cultural elements with the familiar
Primus bottle and beer glass, resulting in vibrant, memorable, and
proudly local imagery.
Creative Concept:
We designed murals and wall visuals that:
Celebrate Rwandan tradition: through visual motifs like imigongo
patterns, traditional drums, agaseke baskets, community scenes, and rural landscapes.
Highlight togetherness and joy: groups sharing laughter, music, and
moments with Primus in hand.
Integrate the product naturally: placing the Primus bottle and beer
glass as central icons of celebration.
Use bold national colors to invoke pride and visibility from afar.
These visuals transform walls into expressions of national identity,
reminding viewers that Primus is a proud part of “home” in every sense.
Execution Locations:
Popular neighborhood streets, rural towns, and local bars where
community life thrives.
Highly visible public walls near market centers, stadiums, and transport
hubs.
Branded walls near key event spaces to connect with festival and
matchday crowds.
Emotional & Cultural Connection:
By using traditional patterns and storytelling visuals, we don’t just sell a
beer—we celebrate the spirit of being Rwandan. Every mural becomes a
cultural mirror that locals can identify with and feel proud of. When people pass these branded walls, they don’t just see an ad—they
see themselves, their home, and their beer.
“Yacu, Iwacu” isn’t just a tagline—it’s a declaration of belonging.
Brand Benefits:
Strengthens Primus’ position as a national icon rooted in Rwandan
values.
Deepens emotional connection with consumers through cultural pride.
Boosts brand visibility through eye-catching, locally relevant artwork.
Turns everyday spaces into powerful brand storytelling platforms.