Orijin, a prominent brand under Guinness Ghana, has introduced a fresh new packaging while simultaneously launching ‘Orijin Untamed,’ a nationwide search for extraordinary and unique talents in the realm of art and music. Since its introduction in Ghana, Orijin has been revolutionizing the flavor preferences of consumers with a skillful fusion of African herbs and fruits, resulting in a distinctive bittersweet flavor profile that appeals to daring consumers seeking an unparalleled taste adventure while staying connected to their cultural origins. Orijin has gained a reputation for infusing any occasion with an authentic and invigorating atmosphere, characterized by positivity and vitality.
The brand has consistently been dedicated to creating inclusive spaces where diverse individuals can come together to embrace their distinctive identities openly. This dual celebration marks the culmination of the brand’s long-standing efforts. Elaborating on the concept of celebrating ‘Orijinality,’ Estella Muzito, the Director of Marketing and Innovation at Guinness Ghana, explained, “Orijinality embodies the unique Orijin way of life: fearless, groundbreaking, and true to oneself. Orijin’s essence is rooted in authenticity, appealing to those who cherish it and have the courage to forge unconventional paths that disrupt norms while staying faithful to their creativity and inner purpose.”
“The updated packaging pays homage to authenticity and self-expression. We acknowledge the strength that comes from unrestricted self-expression, and this revamped packaging is our expression as a brand. We anticipate that it will encourage everyone to remain authentic and confidently pursue their ‘Orijinal’ journeys. Our objective was to encapsulate our growth, evolution, and the profound bond we share with our consumers, and this revitalized packaging achieves that goal. It also mirrors our commitment to constant innovation and our dedication to honoring Ghana’s rich heritage. The product, featuring its rejuvenated design, will be available in September. The flavor of Orijin will remain unaltered. The Orijin that has captured your affections will remain unchanged – a harmonious blend of herbs and fruits,” she added.
A significant highlight of this commemoration is the introduction of ‘Orijin Untamed’ – a nationwide competition designed to provide a dynamic platform for discovering extraordinary talents in the realms of music and art. By cultivating a space for authenticity and ingenuity, the competition aims to empower and showcase individuals with artistic talents. Yaa Amoah-Owusu, the Marketing Manager of Spirits & RTDs at Guinness Ghana, remarked, “Orijin has been instrumental in carving out spaces for genuine and exceptional individuals. With Orijin Untamed, this commitment reaches new heights, establishing a platform that celebrates self-expression, diversity, and inclusivity.”
Aspiring creative artists and musicians aged 18 to 29, residing in Ghana, are invited to participate in Orijin Untamed by submitting a 1-minute video that showcases original work aligned with Orijin’s core philosophy of ‘Orijinality.’ These submissions are intended to take the judging panel on a journey through participants’ creative processes and will undergo evaluation before auditions held in Ghana’s Greater Accra, Ashanti, and Northern regions. Comprehensive details regarding Orijin Untamed will be unveiled in September. This competition draws inspiration from Orijin’s fundamental philosophy of ‘Orijinality.’ Orijin Untamed endeavors to illuminate the spirit of individuals who bravely stay true to themselves, embodying authenticity in the domains of music (singers, rappers, spoken word artists) as well as the arts (graphic designers, mixed media artists, sculptors, graffiti artists, etc.) within Ghana.”
As the brand marks its 8-year milestone, it heralds an exhilarating era of celebrating Ghana’s heritage and furnishing exceptional talents with a platform for creative expression.