As one of South Africa's best loved Afrikaans lifestyle programmes, featuring practical insight into art, decor, food and the outdoor, Pasella (meaning "for free" or "gift") required an update of its programme imaging.
"Pasella has come to be known as the lifestyle programme for the Afrikaans market that enjoys exploring all that South Africa and the rest of the world has to offer," says Amor Engelbrecht, Pasella Producer.
"Pasella is currently the most popular lifestyle magazine show in the country. This has led the SABC to increase its duration to one hour. Coupled with this was a change in imaging and format. With this new 'look' we wanted to reflect the content and feel of the programme, so it included elements such as our winelands, Table Mountain, the Big 5, Zulu huts, living room and kitchen scenes, small town scenes and beautiful old buildings. All of this wrapped up in a gift at the end, hinting at what Pasella stands for... a gift. Therefore it was important that we did not use the clichéd scene montage, but instead use the ribbon device as a transition between scenes," says Engelbrecht.
Tswelopele Productions/Pasella turned to South Africa's leading animation studio, Masters & Savant Worldwide CT, to produce a new programme identity with specific requirements.
"We developed a logo which is a representation of a gift being opened and seen from above. The unraveling ribbon is folded to create the 'P' in Pasella. The design aims to be playful while still being classically elegant. The treatment is a stylised blend of photographic and graphic elements where typical South African settings are represented through vibrant colours and delicate patterns. This graphic language is used to create a wrapping paper feeling to strengthen the 'gift' concept. The sequence is an unravelling/unwrapping journey through these popular South African scenes," says Reto Reolon, Masters & Savant Worldwide CT MD.
Visit our PRESS OFFICE: Masters & Savant is the award winning animation studio. We use a state of the art infrastructure and skills in motion design to bring creative concepts to life.
Our multi-award winning creations set us apart as one of Africa's best commercial production and television branding studios, with clients ranging from top advertising agencies to SA's most viewed television channels.- more....
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