BRIEF:

When we were asked to brand a café for a South African creative agency we asked ourselves if we could use this space to represent more than just

a place to drink coffee? Could we use the café to honour a man who made the people and clients of the agency feel at home for 20 years?

IDEA:

In 2018 Mailos Madinane, the agency’s warm, welcoming receptionist for over 20 years passed away. We wanted to honour his generous spirit and ability to truly make anyone who entered the agency feel at home.

So, we created a café that would feel like home to everyone. We named

it “Kwa Mailos” (Mailos’ Place), which really means “Mailos’ Home”.

And what does home feel like in South Africa? We asked people what reminded them of home and built an identity around this. Everything

from the Mcimbi chair, (a plastic chair used at large family gatherings) to Magreeza’s (Granny’s) curtains inspired the iconography for the identity.

We asked people what reminded them of home. This inspired the iconography for each individual letter of the logo. Everything from the Mcimbi chair, (the “family gathering” plastic chair), that “O tlo Swaba” Table (the “Use a coaster or catch these hands” table), the Room Divider (or bookshelf – depending on your neighbourhood), the “ Hlwekisa di Phadime” Tiles (the “Scrub till they shine” tiles), the Uma Ucel’intsipho” Door (the “Can my mom borrow some soap” door), the “Hello Makhi!” Window (the “hello neighbour!” window), Magreeza’s (Granny’s) curtains, some “Boeretroos” (some “farmer’s comfort” coffee) and the after-school “Sarmie” (the after-school “sandwich”) inspired the iconography for the identity. This was used on everything from coffee sleeves to aprons and carrier bags.

Through the use of a contemporary South African design language,

“Kwa Mailos” became a modern expression of nostalgia. A place

where people can come in,drink and chill.

RESULTS:

Kwa Mailos has been extremely well received and has become a place where everyone at the agency comes together daily. Even the late

Mailos’ family has visited and endorsed the café.