Brand Challenge is a signature Vega project featuring multidisciplinary teams from Communication Design, Experience Design, Strategic Brand Communication, Strategic Brand Management, Digital Marketing, and PGDIP in Brand Building. Through creative problem-solving, student groups collaboratively develop actionable solutions for real-world industry briefs.
Conic Studios
Brand Challenge
Students from Conic Studios were challenged to reposition Yococo, a dairy-free artisanal ice cream brand, into a fun-luxury premium brand. Their objective was to achieve a boost in awareness and online sales within six months through a strategic campaign that blended indulgence with emotional wellness. Conic Studios developed a compelling brand narrative highlighting sustainability, ethical sourcing and chakra-inspired storytelling. The campaign utilised digital marketing tactics, influencer collaborations, and experiential pop-ups, to expand reach, build trust, and foster lasting consumer loyalty.
Golden Motif
Brand Challenge
Students from Golden Motif were challenged to reposition Mitsubishi Motors South Africa from a forgotten challenger to an aspirational, lifestyle-driven brand, rooted in Japanese heritage and craftsmanship. The goal was to boost test drive bookings and sales by 15–20% in six months through a campaign highlighting reliability and adventure. Strategies included integrated media, storytelling on Japanese and Dakar heritage, billboards, radio, social media, and community activations, supported by a microsite and raffle to drive engagement and dealer-level sales.
Keystone Kollective
Brand Challenge
The Keystone Kollective team was challenged to reposition Visi from a clinical eye care brand to a trusted, family-friendly household name. The goal was to boost awareness and increase sales by 15–20% in six months through a strategic campaign building emotional and cross-generational loyalty. Using a humorous, caring robot mascot, the students developed a relatable brand narrative supported by nostalgic, culturally relevant content. The integrated marketing campaign featured digital, in-store, and retail channels to enhance engagement.
