The Euphorika Mural at YogaLife

An Experiment of Artistic Branding and Storytelling.

Introduction

Brand, Location, Artist, and Protagonist

Euphorika, Yogalife, Chris Auret, Gershan Lombard - the 4 pillars of this story. But what are these pillars? Who are these pillars? And what is the thread which connects them? This is the story of ancient wisdom, modern life, and the avant garde. Its roots are embedded in Euphorika, a local brand weaving the fabric of innovation in the social setting. And so, herein, and upon the wall, the story unfolds.

Euphorika

Euphorika is a local brand paving the way forward in conscious consumption. With their premium functional-botanical beverage, euphoria is but a refreshing sip away. Whether you find yourself seeking communal celebration, or attuned collective spaces, Euphorika is your greatest ally. They remain committed in loyal reverence to the ancient wisdom which provides the heart of the botanical infusion of Euphorika. Combining this ancient story with the landscape of contemporary life, they breed a culture of balance, innovation and Tuning In Together. 

YogaLife

The Yogalife studio sits in the heart of De Waterkant as an icon of contemporary life in Africa’s Mother City. For years it has been the magnum opus of yoga studios, consistently operating as the city’s most popular hub for tuning in to a deeper frequency. Cape Town’s favourite yoga studio has managed to perfect the symphony of balancing the ancient teachings of yogic dharma, with the technology and framework of our modern world. Hot, sweaty, nourishing, deep and mindful. This is a temple for tuning in.

Chris Auret

An enigma of creative expression, Chris has built his reputation as one of SA’s most esteemed artists, one brushstroke at a time. With no formal training, he chiseled himself into the theatre of visual storytelling through an exploration of his inner world. Playing with themes like self-discovery and spirituality, he maps his world onto canvas and brick with bold, vibrant brushstrokes, which command one’s attention. Inner worlds come to life externally through his process of tuning in to himself, and sharing that journey with the collective.

Gershan Lombard

The face of it all. An alchemist of sound, and purveyor of connection between the ancient and the contemporary. Gershan wades the waters of change, pioneering a vision for the future through his many healing gifts. Within this armamentarium lies a sound which moves through him as medicine. His Khoisan roots are held strong with his use of indigenous instruments, voice, words and essence. Fusing these ancient sounds with electric guitars and loop pedals, he creates an experience which quintessentially tells the story of his life, and the collective as well.

The Project

Living Art 1.0

The Living Art project was forged in the heart of innovation. How can a brand architect awareness which simultaneously traces a thread through the roots, trunk, branches and fruits of their identity? Furthermore how can this be done in a way which enlivens a space, and enriches its people? Living Art is the culmination of Euphorika’s creative strategies, a way to engage as a brand - through the community. Calling on the trusted hand of Chris Auret (an old friend of one of the company’s founders), the collaboration began. Bread broken and mind maps laid out, Chris and the team tilled the visionary soils, and prepared the seeds of action. With a strong connection to the ancient-contemporary duality which underpins the Euphorika brand, Chris landed on his vision with deafening precision and certainty. It was Gershan. A brother to Chris and coincidently (or not) a close friend to the Euphorika team. Chris understood the clear relationship between the message at hand and the story of Gershan - a living story. With discussions already underway with the team at Yogalife for a collaborative mural, the idea and vision landed with fertility. Further alignment between all pillars was evident. 14 days later the story unraveled, into the streets of De Waterkant and the hearts of many. A live performance by Gershan in the YogaLIfe courtyard enchanted passers-by whilst Chris got to work painting one of the last elements of the mural - an Abalone shell housing sacred burning herbs in the hand of Gershan, and upon the walls of Yogalife.

A First Thursday first. Time stood still as the ancient world carved its way through the streets of Cape Town’s most contemporary suburb. A moment of magic, a moment of Tuning In Together.

The life and energy of this story lives on. Go to the Euphorika Mural at yoga life and scan the accompanying QR codes to be invited into a short soundbite by Gershan. An opportunity to tune in to the space, the art and the story. Living Art 1.0 is the first iteration in a series of ongoing collaborations between Euphorika, local artists and iconic institutions. Stay tuned for project 2.0 which commences end of March 2025.

Written by Jordan Jagga