On May 23, 2024, Coca-Cola unleashed a brand-new flavour: Wozzaah, available now in limited markets (Nigeria, Algeria, South Africa, and Morocco). Unlike anything seen before from the world’s best-selling cola, Wozzaah (meaning “join us” in Zulu) boasts “a symphony of flavors inspired by the beating heart of African culture”. But before this refreshing beverage can even hit your lips, you’ll notice the can’s iconic new design, featuring “contemporary typography and bursts of vivid colour”. This, however, is an understatement; the can is truly a work of art and was in fact designed by Joy Richu – one of Vancouver Film School’s very own Digital Design alumni!
Digital Design alum Joy Richu is the brilliant artist behind the look of Coca-Cola’s Wozzaah. As a Storytelling Illustrator, Joy has truly taken the design world by storm. With a Digital Design diploma from VFS and a BFA in Creative Writing from The University of British Columbia, Joy has since created an impressive body of work spanning a range of mediums from books to magazines, product designs, & motion graphics, and has had the pleasure of working with the world’s leading brands including The New York Times, Mastercard, Diageo, and (of course) Coca-Cola. In 2024, she became the first-ever Kenyan recipient of the Cannes Lions ‘See It Be It’ talent programme, an initiative aiming to achieve equal gender representation of creative directors and leaders across the global industry.
Joy’s creative process in designing the look for Wozzaah utilized the same tried & true methods she relies on for all projects. She starts with a combo of brainstorming and research, followed by sketches and then later digital tools as she gets closer to a final concept. Feedback from the client always comes into play, and Joy uses these critiques to refine her vision to perfection.
Ultimately, Joy’s mission as an artist is to craft compelling stories that foster unity, encourage change, and emphasize human connection. “My goal is to drive positive change through visual storytelling,” commented Joy in an interview with Nation Africa, mentioning also her emphasis on “celebrating cultural diversity and creating impactful connections between brands and audiences.” If Wozzaah is any indication, she’s certainly well on her way.
Joy was honoured to be in attendance as Kenyan President H.E. Dr. William Ruto was presented by Coca-Cola with a framed printout of the Wozzaah can. In their official press release, Coca-Cola commented “Wozzaah is crafted to embody the pulsating rhythm and dynamic energy of Africa. The new flavor provides the refreshing Coca‑Cola taste fans know and love, remixed with vibrant, tropical flavors inspired by Africa. Its captivating pulse and innovative blend seamlessly fuse a kaleidoscope of flavors for fans to enjoy, found nowhere else but in Africa. More than just a beverage, Coca‑Cola Wozzaah pays tribute to the energy of the continent, recognizing the influence Africa has across all aspects of culture around the world.”
Oana Vlad, Senior Director of Global Strategy at Coca-Cola also commented: "The latest Coca‑Cola Creation celebrates the vibrancy and influence of Africa, immersing consumers in the limitless energy of the continent. This latest expression and collaboration with incredible African artists, designers and voices is what Coca‑Cola Creations is all about – creating ‘Real Magic’ for our fans through cultural connections.”
Congratulations, Joy! We couldn’t be prouder of the remarkable contribution you’ve made to the design industry by bringing a piece of African culture to the world with Wozzaah.