Cultural branding: an awareness campaign to link traditional mursik drink with sebei millennials

Abstract

The purpose of this study was to create an awareness campaign for the Sebei Mursik cultural drink using graphic design approaches to popularize it among Sebei millennials. The study was significant because it bridged the gap between Sebei millennials and Mursik drink through awareness campaign. The objectives of the study were to Establish the attributes and cultural significance of Mursik cultural drink; To explore how the attributes of Mursik Cultural drink can be reconfigured into graphic symbols and design an awareness campaign for Mursik cultural drink through use of reconfigured symbols towards popularizing it among Sebei millennials. The study used ethnographic research design and was carried out in Tegeres, and Amanang in the Kapchorwa and Bukwo districts respectively. A total of 43 respondents including Traditional leaders, millennials, Mursik producers, and graphic designers were purposively selected to participate in the study. Data was collected using in-depth interviews and analysed through studio experimentation. Findings revealed that Mursik is of great significance in the Sebei culture which includes Bridal Purity, Identity, Love and respect, Parenting, Hospitality, Blessing, and stamina among others. Findings further revealed modernization and urbanization greatly eroding Mursik culture hence unpopular among Sebei millennials. finding meant that Mursik was still important in modern life and the study conducted an awareness campaign for Mursik drink through reconfigured symbols to popularize it among Sebei millennials. The study recommends further research on graphic strategies to create awareness of cultural norms and practices keep it popular in modern society through visual communication.