Zanaa

Zanaa is high fashion range of African clothing and accessories marketed toward the upper echelons of the European market. Nicework was approached to create a brand that would reflect the aesthetic of the range in such a way that would appeal to a more Western target market. Using geometric patterns and angular fonts, similar to those which are inherent in African pattern making, Nicework created a sophisticated brand identity that entices those who come into contact with it.

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Client: Zanaa

Zanaa, the brainchild of vibrant entrepeneur Linda Lwanga, is a manufacturer, exporter and retailer of African textiles, accessories and jewellery into the European fashion market. They are positioned as an ethical exporter and source handcrafted materials from South Africa, Uganda and Ethiopia.

Services:

Graphic Design, Branding

Discovery:

Linda Lwanga was in need of a dynamic, adaptable identity that portrayed her company as one committed to sustainable sourcing and high fashion. Since we are a proudly South African creative firm, we were excited to work on a project that celebrated and promoted African creativity on a global scale.

Brief:

• Create a corporate identity that is seasonal and changing
• The identity should reflect the African heritage of the brand 
• Incorporate the handcrafted feel of Zanaa's offering into the brand elements
• The brand should appeal to Zanaa's European target market

Challenges:

• Differentiating the Zanaa brand in the congested European fashion market
• Incorporating a tactile concept (quality fabric) into a coherent visual identity

Tackling the brief:

The uniqueness of the fabrics and patterns that Zanaa offer are their distinguishing feature. The logo was therefore based on geometric African patterns that serve to communicate an uniquely African offering. A simple, clean typeface forms the backbone of the design, overlaid onto fabric patterns, creating a tactile, handcrafted feel.

To showcase Zanaa's broad range we decided to create a series of unique business cards that could change as new ranges and fabrics became available. We photographed the entire catalogue and created a series of business cards that leverages associations with the seasonal nature of European fashion and the African identity of the Zanaa range. The changeable nature of the design creates a vibrant and adaptable identity that stays relevant in the fast-changing fashion world.

Result:

• A dynamic, adaptable identity that is relevant to both the European fashion world and its African roots
• Ongoing traction for a new brand in a very competitive market
• A fruitful relationship that saw Nicework update the design as new ranges and fabrics were introduced