AAFRICAA

AAFRICAA is a curated emporium of contemporary African design, housed in The Alfred at the V&A Waterfront in Cape Town. The store is a vibrant, ever-evolving celebration of African creativity spanning fashion, wellness, lifestyle, and design from across the continent.

AAFRICAA already had a strong identity rich in culture, colour, and Afro-modern design. However, they needed additional design support to carry this visual language further. The challenge was to expand, adapt, and deepen the brand system as it came to life across new digital and printed applications.

From packaging for their bathroom range to merchandise, coffee bags, bookmarks, and all in-store signage, every detail needed to feel true to AAFRICAA. Social media also required a consistent visual thread, tying the brand’s digital presence back to its physical experience. So we buillt on top of what already existed ensuring every new element honoured AAFRICAA’s bold identity.

Extending their identity thoughtfully, we helped unify a diverse product range and create a retail experience full of life.

Today, AAFRICAA’s brand expression lives far beyond the store window. The new packaging and merchandise have become standout features in-store and in the homes of locals and tourists. From bookmarks to soap labels, every touchpoint now tells the same story: Celebrating African design.