When South Africa recognised South African Sign Language (SASL) as its 12th official language, it marked a historic step towards inclusion. Now, Castle Milk Stout builds on that milestone with Sign Your Clan, a new campaign creating what are believed to be the world’s first formally recognised sign language representations of traditional African clan names.

Sign Your Clan brings SA Sign Language, African heritage and linguistic innovation together, creating a more inclusive way for more than 4 million Deaf and hard-of-hearing South Africans to connect with their cultural identity and heritage.

Rather than translating existing language, the campaign creates new signs for clan identities that have historically been expressed primarily through spoken or written language.

Language As Culture, Not Translation

Clan names carry deep significance across South African cultures, representing lineage, ancestry and belonging. Yet many had no established signs within SASL.

Castle Milk Stout worked with SASL specialist, educator and Hands-On Creatives founder Mmatlou Moloto, to develop seven clan signs. The signs were vetted and approved by the Pan South African Language Board (PanSALB), formally integrating them into South Africa’s linguistic framework.

‘Language is far more than communication; it is an expression of who we are, where we come from and where we belong,’ said Moloto.

‘SASL becoming our 12th official language was a historic step, but language is living and continues to evolve. Sign Your Clan demonstrates how language, culture and identity can come together to create greater inclusion and participation.’

From Campaign Idea To Cultural Practice

Sign Your Clan was taken beyond traditional advertising and into a real cultural setting through the traditional wedding of a Deaf couple, where the newly developed Zulu clan sign was incorporated into the celebration and family gift exchange.

The wedding also featured calabash, blanket and reed mat designs inspired by various cultural motifs and African heritage, alongside hands and clan totems, bringing the language innovation into a lived cultural experience.

For Castle Milk Stout, this campaign extends its longstanding connection to African culture into a contemporary context.

A New Model For Brand-Led Inclusion

Rather than simply adapting existing communication for accessibility, Sign Your Clan contributes to language development itself, shifting the conversation from representation towards participation.

‘Castle Milk Stout has always celebrated richness in flavour, culture and identity,’ said Thomas Lawrence, Brand Director at South African Breweries.

‘Helping expand South African Sign Language through clan names allows us to honour heritage while making it more accessible and shareable across communities.’

Why It Matters

For marketing and advertising, Sign Your Clan demonstrates how a brand can contribute to moving communities forward with something tangible to culture and African heritage.

By creating new clan signs that have been formally approved and can continue to evolve, the campaign has the potential to live beyond the advertising itself, turning a brand idea into a lasting cultural contribution.

To learn, sign and share your clan, watch video here or visit Sign Your Clan.

SIGN YOUR CLAN
https://www.castlemilkstout.co.za/signyourclan