The Douwe Egberts African Collection
By Leon Haasbroek
Heritage Month just got a serious upgrade—Douwe Egberts, the name behind your go-to premium coffee, is turning up the heat with their limited-edition collectible jars. Picture a splash of art, a swirl of culture, and endless upcycling possibilities, all wrapped up in the rich aroma of Douwe Egberts coffee. These 200g jars are more than just coffee containers—they’re creative masterpieces ready to add some serious flair to your home.
Editor-in-Chief Mia Ziervogel and I had an absolute blast at Douwe Egberts’ exclusive media event at Artjamming, Melrose Arch, where they pulled back the curtain on the highly anticipated #BrewtifulBeginning collectible jars. The vibe was electric, with the perfect mix of art, coffee, and culture buzzing through the space.
We got an insider’s look at the jaw-dropping designs and mingled with the incredible artists behind them. Each artist shared their unique journey and the inspiration fueling their creations, bringing these jars to life with stories that celebrate the heartbeat of South African heritage.
And it wasn’t just about admiring art—we got to roll up our sleeves and dive into some creative fun ourselves. We painted and crafted our own masterpieces using coffee and paint. YES, coffee! Who knew our morning brew could double as an artistic medium? Getting our hands dirty (in the best way) was a total blast, perfectly capturing the campaign’s spirit of blending art with Douwe Egberts’ essence.
Douwe Egberts’ latest campaign is shaking up the coffee scene by mixing South African heritage, bold artistry, and eco-friendly living. They’ve teamed up with four local artists to transform the classic coffee jar into a must-have collector’s item. These jars don’t just look stunning—they tell powerful stories.
From Zinhle Sithebe’s vibrant nods to South African women to Ndumiso Nyoni’s eye-catching Afrofuturistic designs that fuse tradition with a modern twist, these jars are on another level. Bonolo Chepape weaves the rich tapestry of Pedi culture into her textile-inspired designs, while Wayne Beukes adds a touch of contemporary urban cool.
“We’ve always been about more than just great coffee,” says Hayley Van Niekerk, Marketing Manager at Douwe Egberts. “With these limited-edition jars, we’re blending our passion for quality with a deep love for South African culture and sustainability. The #BrewtifulBeginning campaign invites our coffee lovers to join us on this journey—turning a simple coffee jar into a creative, purposeful home essential.”
And if you think these jars are just eye candy, think again. Douwe Egberts is all-in on sustainability with this campaign. These jars are perfect for upcycling—think chic storage, DIY home décor, or even trendy planters. Once the coffee’s gone, the jar’s airtight seal gives it a second life, proving that eco-friendly living can look seriously stylish. Just check them out.
“This Heritage Month, we’re serving up more than coffee; we’re offering a commitment to sustainability and thoughtful living,” explains Mbulelo Mashilo, Brand Manager at Douwe Egberts. “We’re bringing a lifestyle that celebrates sustainability, creativity, and a deep connection to our roots. These collectible jars are designed to stick around long after the last sip, encouraging our consumers to rethink what they throw away and appreciate what they keep.”
Ready to dive in? The limited-edition jars are rolling out nationwide for Heritage Month. Whether you’re shopping online or hitting up your nearest retailer, snag your favorite blend and start building your collection of these artistic gems. With Douwe Egberts, you’re not just sipping coffee—you’re celebrating culture and sustainability, one jar at a time.
