Afri Trade Co.
Location: Kampala, Uganda
Sector: Consumer Products
Go-To-Market Strategy
Brand Audit & Positioning
Product Launch
Creative Direction
Editorial & Print Design
THE BACKGROUND:
The client is setting up a new parent company in Uganda, called 'Afri Trade'. While the aim is to simultaneously launch numerous subsidiaries across various sectors, this one focuses on the FMCG (Fast-Moving Consumer Goods) market under the same name.
After a few hiccups at the very beginning, as is the norm when embarking on a creative process, we successfully turned the core brief into something fairly straightforward, with 2 notions serving as predominant inspirational pillars:
01. A specific fondness for African wildlife, fabric, and patterns.
02. An abiding love for its vibrantly colorful natural landmarks, culture, and people.
THE EXECUTION:
Stay Local, Go Global.
As we were developing the brand's narrative and aesthetics, different disciplines and mediums came together to form the fundamental ingredients of our visual expression and dish: photography, illustrations, textures, and typography.
Black and white prints with a distinct pop of color - Traditional meets contemporary while staying true to the story of the brand and its founder… After a series of experiments, with various ideas and explorations being thrown back and forth, the below went to market!
