Less than 7% of the one million tons of maize meal consumed by KwaZulu-Natal’s 10.5 million population is milled in the province. By establishing hi-tech, localised mills within outlying areas, Kuvusa Mills intends to revive the rural South African basic food production sector. With the help of extensive research in the market, Fybr developed the name and identity for the holding company. We repositioned their popular Supreme Maize Meal brand with a new packaging design and developed an innovative pack design for the launch of their revolutionary instant maize meal. Derived from the Zulu word “vusa” meaning “to lift up”, Kuvusa reflects the commitment of the organisation to empower and enrich local communities at grass roots level.