Jiyaad Greeff whose design won the 2019 Albany Packaging Award said her design was influenced by the work of a world-renowned artist Dr. Esther Mahlangu.
“I was inspired by Dr. Esther Mahlangu. The way she uses colour is so powerful,” he said.
The Grade 10 learner from National School of Arts (NSA) was announced as the winner of the competition at the ceremony held at the school on Wednesday, 28 August.
“With this design, I wanted to truly represent South African interests and identity,” said Jiyaad.
Albany Bakeries will print the young South African artist’s winning design on the packaging of millions of loaves of its Albany Superior White and Albany Superior Brown bread during September.
Jiyaad’s design was chosen from 28 entries. Young artists were briefed to create a design based on the theme ‘New Generation Traditional Design’ inspired by the work of Mahlangu. Albany Bakeries partnered with the NSA and Mahlangu to hold a master class for NSA learners last year.
Inspired by Mahlangu and drawing on their own knowledge of their cultural heritage, participating artists were encouraged to find new generation contemporary expression in traditional design, specifically with the use of symmetrical shapes and range of colours.
“We are gathered here to appreciate the work of those who rose to the challenge,” said managing director of Albany Bakeries, Matshela Seshibe.
He said learners were given a brief which encouraged artists to explore the wealth that lies in the pool of traditional inspiration.
The winning design incorporates inspiration from Mahlangu’s world-famous, contemporary painting technique and showcases South Africa’s diverse heritage, alongside its promising future.
The design features figures in traditional dress and playing the vuvuzela, set against a brightly coloured background. A range of bold, bright colours is used to represent South Africa’s multicultural heritage.
Mahlangu, who is still painting at the age of 83, thanked Albany Bakeries for the special moment and indicated that it was an experience to interact with young learners who are interested in taking the work of art forward. “I am delighted to learn that some learners have been involved in the work based on the class that I have given them last year.
“It makes me happy to know that my legacy will not die but it will last forever and that the great children will know of the work that I have been doing.”
She said she was grateful to learn that most people are starting to take artwork very seriously. “I am sure the whole world is watching for new trends of artwork that is developing. My main dream is to see young kids taking this artwork around the world, and should also know that using your hands can take you to the highest heights.”
She also encouraged the young learners to believe in themselves and in what they do. “Self-belief is very much important in one’s life. I have been doing this job without formal education, but I had this self-belief that I can do this.
“Take your talent very seriously, you will reap very good results. Education is very important to support you in your God-given talent.”
The Albany campaign runs from 9 to 30 September 2019.
Details: Albany Bakeries 011 820 0000.
Related article:
Orchards Project give children chance to design urban space uniquely
