Creating a brand less ordinary
Helping a jewellery label based in the Zambian bush grow its business in ‘Western markets’ while maintaining the integrity of its social mission.
Taking inspiration from the founder’s anecdotes, and from the women that craft her designs using local, natural materials. The brand is centred around storytelling and takes inspiration from daily life in the Zambian bush.
Among rural communities in Zambia, a colourful cloth, Chitenge, is used in day-to-day life. Partnering with illustrator Henry McCausland, we created a bespoke print that encompassed our favourite anecdotes.
The brand mark is inspired by the support these woman behind the brand not only give each other but also reflecting the strong community spirit they have within their culture. The uneven character of the logo comes from drawing in the ground itself.
The Chintenge material is used across key applications, to protect, wrap and carry, an echo of its daily use in Zambian bush culture.
All of their stationery has subtle references to owning and reading story books, from the folded page comp slip to the personal ‘this book belongs to’ inspired entries.
Our concept for their new product photography replicated the strong directional light found in the savannah where they are based.