The competition invited Johannesburg-based artists and designers to interpret the city through their own creative perspectives, with the winning artwork set to become the official label for Primal’s upcoming limited-edition Still Vodka release.

Following an open call that attracted artists from across Johannesburg, the Still in the City competition progressed through a series of selection stages, culminating in a Top 10, Top 5 and final Top 3. Arthur Mahlangu has been selected as the winning artist, with his concept standing out for the way it challenged the premise of the brief itself.

Rather than simply telling the story of Johannesburg from his own perspective, Arthur’s concept asks a different question: Tell your story.

At the centre of the artwork is a colourful figure waiting to listen, inviting others to contribute their own thread to the wider story of Johannesburg. For Primal, this became one of the most compelling aspects of the work. Rather than attempting to define a city through one voice, the artwork creates space for many voices, perspectives and experiences to exist together.

It is a perspective that reflects the philosophy behind Primal itself: that meaningful moments are often created through community, conversation, connection and sharing. A Primal Moment is not simply about what is in the glass. It is about the people around it, the stories exchanged and the memories created together.

From Competition to Community

Still in the City was conceived as more than a packaging exercise for the vodka release. The initiative was designed to create a platform for Johannesburg’s creative community, while exploring what happens when art, culture and craft spirits come together around a shared sense of place. The competition gave artists the opportunity to interpret Johannesburg on their own terms, resulting in a diverse range of approaches to the city and what it means to live, work and create within it.

“The most exciting part of the competition was seeing how differently artists interpreted the same city,” says Sakhile Tembe, Brand and Communications Manager at Primal. “Arthur’s work stood out because he didn’t try to tell Johannesburg’s story for everyone. He created an invitation for people to add their own stories to it. That idea felt incredibly close to what we believe at Primal.”

The competition was delivered in collaboration with Contra.Joburg and Meta Foundation South Africa, whose support helped Primal create a platform for local artists and bring the initiative to a wider creative community. Primal also acknowledges the contribution of the judging panel and industry insiders who gave their time, expertise and perspective throughout the selection process.

The Winning Artwork

Arthur’s winning artwork will now move into production as the official label for Primal’s limited-edition Still Vodka release. The transition from competition artwork to physical bottle will form the next chapter of the Still in the City story. The campaign will continue to explore the relationship between Primal’s consumers, their creative practices and the cities that shape them, with further stories and content to follow.

“Winning means a lot because the work is about listening and creating space for other people’s stories,” says Arthur Mahlangu.

The final Top 3 artists recognised through the competition were:

1. Arthur Mahlangu – 1st place
2. Robyn Zanine – 2nd place
3. Avela Swana – 3rd place

Primal thanks every artist who entered the competition and shared their work, ideas and perspectives, as well as everyone who supported, followed and engaged with the initiative.

The competition may have concluded, but the story of Still in the City is only beginning. Further details about the limited-edition Still Vodka, including the bottle reveal, launch and availability, will be announced in due course.

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