Sufferhead Original is a conceptual craft beer project inspired by the experiences and food tastes of Africans living in Europe. It communicates some of the perceived stereotypes, politics of difference and integration associated with their expatriate fate through the brewing and branding of the beer. The project allegorically utilizes the characteristics of beer and other beer-related notions to explore migration, race issues, and stereotypes about Africans in contemporary Europe.

The name ‘Sufferhead’ was inspired by the 1981 track by Fela Kuti, ‘Original Suffer Head’, in which Fela sings about the deplorable political and economic situation in Nigeria at that time. The ’80s was a decade of mass emigration by Nigerians due to the harsh economic and political situation in the country.

Each new iteration of the Sufferhead beer is developed based on feedback gathered from interacting with African communities in Europe, with the resultant data inspiring the development of the beer recipe. In addition to brewing, the project explores the African expatriate experiences with the branding of the product; channeling labels, clichés, and occurrences into designing the brand's visual identity, and creating advertisements. Advertisement is an integral part of the Sufferhead project, incorporating different media including photography, TV commercials, infomercials and billboards.

The video advertisement for the Basel, Switzerland version of the beer opens with a pastoral scene showing white and black sheep grazing on a green mountainside. The sheep are a reference to a racist poster created by the Swiss advertising agency, Goal, as anti-immigration propaganda for the rightwing Swiss People's Party. The video alludes to and subverts the fearful and isolationist notion that immigrants will change Swiss culture by featuring two Swiss alphorns playing an untraditional tune, and showing a dinner party in a traditional Swiss house hosted by a group of people wearing African textiles.