Connecting beer lovers around the world, Glasgow-based creative design studio Pim-Pam has crafted an innovative new project for Nigeria’s first craft brewery, putting the work of internationally acclaimed artist Lemi Ghariokwu at the heart of the design process – not only celebrating West Africa’s rich and colourful heritage, but amplifying the region’s burgeoning craft beer movement, too.

Having worked with Bature Brewery for several years, designing everything from their branding through to their beer cans, the award-winning creative team at Pim-Pam has helped cement the brewery as pioneers of their craft, gaining international recognition for their Lagos Lager, Founders Pale Ale and Black Gold Stout, which recently won Gold at the World Beer Awards. With craft brewing still in its infancy in Nigeria, the design studio has always focused on partnerships with Nigerian artists to connect with the brewery’s audience, and the new collaboration with Lagos-based Lemi – who is best known for designing album artworks for Fela Kuti, the pioneer and founder of Afrobeat – takes the brand to a whole new level.

“There’s so much talent, culture and creativity in Lagos,” explained Luke McCarthy,
founder and creative director at Pim-Pam. “With the brewery’s ethos to make best-tasting beers using locally-sourced ingredients, we’ve always aimed to harness that same energy by working with Nigerian artists and creatives.

“Lots of brands look to launch into the West African market, and one of the biggest things often missed is how they can connect with their audience – what works in the UK, across Europe or even the States isn’t the same as somewhere like Lagos. There’s no one-size-fits all approach.

“The craft beer movement has a real cult following in West Africa, and it’s key to know who the audience is, what they connect with, and why they would want to drink Bature Brewery. Collaboration and storytelling goes a long way, and by working with artists, creatives and musicians, we’ve found we can not only celebrate Nigerian talent, but bring Bature’s beers to new audiences and develop wider brand champions.”

As part of the brewery’s rapid expansion over the coming 12 months, Pim-Pam pioneered their relationship with Lemi, working hand-in-hand with the legendary artist to illustrate Bature’s innovative new beer, Shakara, as well as the eye-catching brand identity for the brewery hosted Felabration, the annual music and art festival celebrating the life, times and legacy of icon Fela Kuti.

Made with popular Nigerian botanical zobo, Shakara – named after one of Fela Kuti’s songs – is bright pink in colour with notes of strawberry and pomegranate, making it a perfect tribute to the vibrant, colourful culture of its hometown.

Working closely together, Pim-Pam and Lemi Ghariokwu formed a creative partnership designing the artworks, packaging and subsequent product related materials for Shakara. The packaging design references colours and themes present throughout Lemi’s artistic career, while aligning with the product, its meaning and the colour of the beer itself. A fusion of flavours brewed to celebrate the enduring legacy of Fela Kuti, solidifying Lagos as a cultural hub and effectively amplifying the spirit of Afrobeat.

“It’s hard not to travel in Lagos without seeing something inspired by Fela Kuti — art on a wall, a sticker on a car or hearing his music being played. With Bature based in the heart of Victoria Island in Lagos, being part of Felabration and being able to celebrate and pay tribute to the heritage of Afrobeat is hugely important to the team and their identity. So, when it came to this new project, we thought, ‘Who better to partner with than Lemi?’

“His work is so powerful, engaging and intelligent, and when we met at his home studio in 2022, there was an instant spark. We knew we could create an amazing project together and it was a really exciting process.”

“It felt like a natural fit to work alongside Bature Brewery,” added Lemi. “Since our first time meeting each other, the energy and great vibes has remained perennial, as has our shared admiration for Fela Kuti, his legacy of Afrobeat music, and love for the vibrant and colourful city of Lagos. I was keen to ensure the artwork for Bature worked as a tribute to the vibrant culture of Lagos – I was born, bred and buttered here, and I always ensure my art works as a tribute to my African-ness!”

The project is an example of the unifying potential of art, culture and craft, showcasing the capacity of creative collaborations to breathe new life into cultural legacies.