A jar with a story to tell: Douwe Egberts gives South African ‘coffee breaks’ a new chapter

**JOHANNESBURG, 7 October 2026 **– A good bookshop invites you to slow down. Add coffee, a room full of writers and stories worth lingering over, and your phone can wait. That spirit filled ‘Love Books’ in Melville on Thursday evening, where Douwe Egberts launched its Limited-Edition Deco Jars in a celebration of South African storytelling, local creativity and the everyday coffee ritual.

Featuring four distinctive South African-inspired designs, the collectible glass jars offer more than an attractive addition to the kitchen shelf. Each design is inspired by an original short story written by 1 of 4 South African authors, accessible through a QR code that can be found on the jar’s label. The four designs are available across all Douwe Egberts 200g Pure Instant Jar range, meaning coffee lovers can collect the full set without having to switch from their favourite coffee variant.

A quick scan opens the door to options of either an audio story or the written piece, inviting coffee lovers to discover the inspiration behind the artwork while enjoying a moment to themselves. The four stories span different genres and styles offering something for different tastes, from thoughtful and reflective storytelling to humour, everyday observations and imaginative takes on South African life.

The result is a meeting of art, literature and coffee, transforming an everyday coffee break into an opportunity to pause, listen or read and connect with the stories around us.

The Deco Jars build on Douwe Egberts’ ongoing commitment to celebrating local creativity. In 2024 the collection featured designs created by local artists. This year the concept has evolved to put local authors and their stories at the heart of the collection while continuing the brand’s support of South African creative talent. The shift reflects a broader celebration of local creativity, moving from the visual expression of local artists to the written voices and stories of local authors.

At the launch, South African writers Zibu Sithole, Zama Mkhize and Jarred Thompson, together with designer Louise Hoffmann, brought the creative process behind the collection into the room through a lively conversation about storytelling, inspiration, South African culture and the rituals that help creativity flow. Paige Nick, who was unable to attend in person, also shared a special video message with guests.

The collaboration brings together four South African creative voices, each with a distinct perspective, alongside Hoffmann, whose multidisciplinary work spans art, design, illustration and writing. As the designer behind the Deco Jar artwork, Hoffmann translated the spirit of South African storytelling into visual designs, inviting curiosity and giving each jar its own personality.

The stories themselves draw inspiration from the familiar details of South African life. A hadada interrupting a peaceful morning. A conversation over the garden wall that takes an unexpected turn. Someone saying they are “just popping in for a coffee” before settling in for an hour.

These are the moments that make a place feel like home and often the beginnings of a story worth sharing.

“South Africans are wonderful storytellers, often without realising it. We can turn a five-minute coffee break into a full account of what happened at work, who said what, and what really happened afterwards! And sometimes, all it takes is a cup of coffee and a moment to pause for that story to emerge,” says Mbulelo Mashilo, Brand Manager at Douwe Egberts South Africa.

“With the Deco Jars, we wanted to celebrate that spirit and give South African creative voices a place in the coffee moments we enjoy every day. We’re proud to support local creative talent through this collaboration and hope our coffee drinkers enjoy discovering the stories behind each design as much as we’ve enjoyed bringing them to life.”

Douwe Egberts’ glass jars have long been kept and collected, becoming part of kitchens and homes long after the coffee is finished. The new designs build on that tradition while giving the jars another layer of meaning through storytelling.

The QR codes also create a bridge between the physical and digital worlds. Pick up the jar, scan the label and instead of scrolling through another stream of notifications, take a moment to get lost in a wonderful local story.

Because a coffee break doesn’t always have to be a rush. Sometimes, it can be a chapter, a conversation or simply a few quiet minutes to yourself.

“A moment of pause is not time wasted; it’s a reward,” says Mashilo. “Coffee gives us a reason to stop for a while. We hope these stories, in every sip, make that moment even more enjoyable.”

At ‘Love Books’, guests had the opportunity to meet the creative voices behind the collection and hear their perspectives in a setting that celebrated books, conversation and the pleasure of discovering a good story.

Now, the invitation extends beyond the launch. Make a coffee, pick up a Douwe Egberts Deco Jar, scan the label and settle in for a good story.

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ABOUT DOUWE EGBERTS

Douwe Egberts was established in 1753 in Joure, the Netherlands, when Egbert Douwes opened a grocery store called “De Witte Os” (The White Ox). The business later specialised in coffee, tea and tobacco, taking the name Douwe Egberts after his son. In 1919, Douwe Egberts opened its headquarters and first distillery on Catharijnekade in Utrecht, where raw coffee was transported by horse and carriage. Today, the brand celebrates more than 270 years of coffee heritage and has been part of the South African coffee market since around 2001, bringing its rich heritage and quality coffee to local consumers while supporting a more sustainable coffee industry globally.