Braaihard

Braaihard™ is a registered trademark since 2006. The name is a blend of the Afrikaans word ‘braaivleis’ and the word ‘diehard’. The brand, in fact, was also inspired by the action movie franchise ‘Die Hard’ of Bruce Willis fame. Indeed, Braaihard™ epitomises the typically South African ‘braaing’ tradition, albeit, in a more resilient way. A local enetrprise once defined a Braaihard™ as an ‘individual that braais against all odds’. Braaihard™ is firstly a way of life. It represents the South Africans 'inherent' desire to belong and be an important part of something greater than themselves, that is, the peculiar South African social custom of braaing. Braaihard™ is a business enterprise trading essentially in apparel and braaing paraphernalia, however, by way of the related cartoon characters The Braaihards©, it also develops into a humorous account of the braaing lifestyle. From t-shirts to braaing gear and even mugs and postcards the Braaihard™ brand depicts the typical South African way of life from the perspective of a braaihard.