To celebrate its 25th birthday, vida e caffè is collaborating with South African illustrators Naledi Modupi and Pamela Potgieter to give its iconic coffee cup a new perspective.
A coffee cup might seem like an unlikely canvas for contemporary art. But consider how many hands it passes through, how many conversations happen around it, and how often it becomes part of someone’s daily ritual. For vida e caffè, that everyday connection is what makes it interesting.
As vida celebrates 25 years, the brand is looking back at Obrigado, its creative platform dedicated to celebrating South African artists, culture and community. Now, a new generation of creatives is being invited to carry that legacy forward, beginning with two artists whose work will find a home on the brand’s coffee cups.
The initiative brings together Johannesburg-based Naledi Modupi and Cape Town-based Pamela Potgieter, each commissioned to interpret what 25 years of coffee, creativity and community mean to them.
From the Archives to a New Generation
Long before social media became the default platform for discovering new creative talent, Obrigado, a small format print publication, was part of vida e caffè’s commitment to showcasing the people shaping South African culture.
Through its magazine, the brand gave creative voices a space to share their work, perspectives and stories. It reflected an understanding that coffee culture has always been about people who gather around it, the ideas exchanged and the communities that form along the way. Twenty-five years later, South Africa’s creative landscape looks very different. A new generation of artists are building audiences, developing distinctive visual languages and contributing to the country’s cultural identity in ways that are increasingly visible both locally and internationally. For vida e caffè, revisiting Obrigado is an opportunity to reconnect with that creative spirit while giving it a contemporary expression.
Rather than reproducing something from its archives, the brand is inviting today’s artists to make it their own. The platform’s next chapter will unfold through digital storytelling, artist features and original cup designs, offering a closer look at the people and processes behind the artwork.
Art Beyond the Gallery
A coffee cup is an unusual canvas for an artist. It’s temporary, functional and likely to be seen by people who might never set foot in a gallery. For Naledi Modupi, that presents an opportunity to bring her work to an entirely different audience.
“For 25 years, Vida has created space for creatives to be seen and celebrated through platforms like Obrigado. It’s wonderful to see that legacy continue through this cup design project and to be part of it. As an artist, I wanted to honor Obrigado’s spirit by bringing art into accessible spaces. The artwork celebrates individuality and creative expression, reminding us that art can live beyond galleries and become part of our daily lives to inspire others.”
she says
While Naledi’s work explores the possibilities of bringing art into everyday spaces, Pamela draws inspiration from the experiences that already happen within them. Her design takes its cues from the social rituals surrounding coffee, exploring how something as ordinary as a morning cup can become an opportunity for connection.
“From the start, vida has given artists a platform to showcase their work and they are now continuing that legacy digitally and through their cup designs. As an artist, it’s special to have my work seen and held by people across South Africa. To have that kind of reach feels surreal. Obrigado means thank you, which resonated with me because I try to start every day with gratitude. I wanted that message to come through when people enjoy their morning coffee.”
says Pamela
Together, their interpretations offer two distinct perspectives on the same idea: creativity belongs in the spaces we inhabit every day.
Creativity is Always Part of the Conversation
Over the past two and half decades vida e caffè has become a familiar part of South Africa’s coffee culture. But alongside the coffee itself, the brand has cultivated a relationship with the creative communities that influence how the country looks, feels and expresses itself.
The return of Obrigado reflects a desire to continue that relationship. It’s also a reminder of the role established brands can play in supporting contemporary creativity. By commissioning original work and placing it in people’s hands, vida is creating opportunities for artists to reach audiences who might never otherwise encounter their work.
Throughout the campaign, audiences will be introduced to Naledi and Pamela through a series of digital features exploring their artistic practices, inspirations and creative processes, culminating in the reveal of their limited-edition cup designs. It’s a birthday celebration that looks as much towards the next generation of South African creativity as it does towards the brand’s own history.
Follow vida e caffè on Instagram or Facebook for more on the artists, their creative journeys and the next chapter of Obrigado.
