"We’re launching an infant brand and have developed a brand strategy, an integrated communications plan, the corporate identity, packaging, collateral and an above-the-line launch campaign," says Boomtown strategic director, Glen Meier.

Retaining the gold of Lephema Executive Group, the brand platform and iconography of the corporate identity is a result of a full trade immersion exercise that included store visits and meeting individuals who have or will build their own home.

"The mountains of Lesotho are a symbol of strength and safety for the nation," adds Maluti Mountain Cement managing director, Lebona Lephema. "When our customers use our product, we want them to know they are building with the best so they can hold a sense of pride as they build their haven and mountain."

"For more than 180 years, Lafarge has provided integrated solutions and high-tech materials that build communities. Our family, too, has become synonymous with quality and reliability across Lesotho’s industries, so the partnership is as solid as the structures Maluti Mountain Cement will build and support," Lephema adds.

Boomtown is now working on a media campaign that includes radio advertising, print and the use of billboards and lamp poles in key locations.

For more information, visit www.boomtown.agency.com. You can also follow Boomtown on Facebook, Twitter or on Instagram.