The Art of Freedom Challenge
Client: FanMilk Ghana Ltd | Services: Packaging Design, Label Design | Year: 2021
The Challenge
In March 2021, FanMilk Ghana Limited launched The Art of Freedom Challenge, a competition to celebrate and commemorate Ghana’s freedom. Each participant was tasked with creating a unique label design for their special-edition Freedom ice cream tubs, reflecting what freedom means to the nation. This is the concept I submitted, which ultimately emerged as the winning design.
The Approach
I began by reflecting on Ghana’s history and the defining moments that have brought us joy and shaped our sense of freedom. The first image that came to mind was the iconic declaration of independence by Dr. Kwame Nkrumah, which I represented using the posture of his statue at the Kwame Nkrumah Mausoleum. Following behind him were traditional drummers and a dancer who are symbols of cultural pride, celebration and the ushering in of something new.
Next, I included a female doctor waving, representing education, progress and female empowerment. The parade concluded with two footballers, one male and one female, celebrating the unifying spirit and national pride that sports, especially football, have brought to the country. All the figures marched through the Independence Arch, with doodles of traditional symbols in the background to further root the design in Ghanaian heritage.
I first sketched the concept on paper, then refined and finalized the artwork digitally to bring the vision to life.
The Value
The judges were particularly impressed by the depth and cultural resonance of the concept, noting how the artwork captured Ghana’s heritage and spirit of freedom in a meaningful way. The design struck a chord with many Ghanaians, earning significant public support and votes among all the entries.
As the winning design, it was printed on the celebratory ice cream tubs, showcased across various traditional media platforms and featured on merchandise distributed nationwide. This not only gave the campaign a strong visual identity but also helped FanMilk connect with audiences on both an emotional and cultural level.
FanIce Art of Freedom Challenge is a design competition created with the aim of challenging Ghanaian artists to explore their creativity and apply their talents to the FanIce Limited-Edition package.
Congrats to Philip Appenteng-Mensah!
— J. K. Oppong, Broadcast Journalist, Zionfelix