Sign Your Clan

Three years ago, Sign Language officially became South Africa's 12th language and for two and a half years, we've been working with Sign Language experts to develop the world's first Clan Signs.

4m Deaf and hard-of-hearing people in South Africa never had a way to sign their clan names - this was the genesis of the idea. Castle Milk Stout with its 'Savour Your Richness' positioning, its extensive work to bridge cultural values with contemporary innovation, and its creatively effective 'Clan Can' campaign several years ago, is the perfect brand home for this idea.

In the past two and a half years, we have:

1) Worked with experts to develop the first ever clan sign language signs

2) Met a real Deaf couple - Mr and Mrs Zulu - who graciously allowed us to document their most intimate aspects of their lives, from Lobola to signing their vows. The signs formed part of the wedding stationery - reed mats, blankets, and calabashes to name a few.

3) We ended up developing seven signs that have been ratified by our formal language body PANSALB. It took four quarterly board meetings for the body to recognise and certify our additions to SASL.

4) And finally, we launched a microsite today where you can learn to sign your clan name - https://www.castlemilkstout.co.za/signyourclan - if your sign isn't there, you can recommend ones to add and we'll take the most popular submissions and follow our workflow to develop the next phase