1. Project Overview

• Title: Untwisted Africa: Visual Identity Redesign for a Pan-African Brand
• Role: Lead Brand Designer
• Objective: To refresh the visual identity of Untwisted Africa

2. The Audit: Problems with the Former Identity

Before initiating the redesign, a comprehensive brand audit of Untwisted Africa's existing visual identity was conducted. This audit aimed to identify key areas for improvement and friction points that hindered the brand's effectiveness and resonance with its target audience.

1. Brand Perception & Connection: The previous identity lacked a strong visual connection to its core values of natural beauty, African heritage, and cultural empowerment. It did not effectively communicate the brand's unique proposition within the natural hair and beauty ecosystem.
2. Color Palette & Emotional Resonance: The existing color palette did not evoke the desired sense of nature, growth, and authenticity. The absence of a prominent natural color, such as forest green, limited its ability to convey environmental consciousness and a deep connection to the African landscape.
3. Scalability & Versatility: The former visual elements might have presented challenges in terms of scalability across various digital and print platforms, from social media to product packaging, potentially losing impact or legibility at different sizes.

3. The Solution: Cultivating Natural Elegance

The redesign focused on creating a visual identity that embodies natural elegance, cultural richness, and modern sophistication, with forest green as a central element.

• The Tagline & Visuals: The existing logo mark was retained. The tagline was adjusted to "Our hairstory, our history" to better encapsulate the brand's essence. New brand visuals were designed to complement the existing logo and new tagline, focusing on elements that represent natural hair, African motifs, and growth. These visuals are versatile and recognizable across all brand touchpoints.

• The Forest Green Palette: Introduce a rich forest green as a primary brand color, symbolizing nature, growth, vitality, and the lush landscapes of Africa. This will be complemented by a carefully selected secondary palette that enhances the overall aesthetic and emotional appeal.

• Modern Typography: Select a typography system that is both contemporary and culturally sensitive, ensuring legibility and conveying a sense of approachability and professionalism. The typography should harmonize with the new logo mark and color scheme.

https://drive.google.com/file/d/1fG9j7zI-aJnBYBz8QkWeu6nm0bbN1jB_/view?usp=drive_link

• Visual Metaphor: Incorporate visual metaphors that speak to thebrand's mission of transforming perceptions and empowering individuals within Africa's natural hair and beauty space.

4. Technical Improvements

• Enhanced Legibility and Adaptability: The new visual identity is designed for optimal legibility and adaptability across all media, from small digital icons to large-scale print materials. This ensures consistent brand representation and impact.
• Cohesive Brand System: The redesign establishes a cohesive brand system where all elements—logo, colors, typography, and imagery—work together harmoniously to create a strong, unified, and memorable brand presence.
• Emotional Connection: The updated visual identity, particularly through the strategic use of forest green and organic forms, aims to forge a deeper emotional connection with the target audience, resonating with their values and aspirations for natural beauty and cultural pride.

https://drive.google.com/file/d/1ecMprsDQ77xheFl7Abav0vtASYpZJV-_/view?usp=drive_link

https://drive.google.com/file/d/1245-D-SHfTkhoUKwZTk3JhBewS-Y56OA/view?usp=drive_link