AAFRICAA

AAFRICAA is a curated emporium of contemporary African design, housed in The Alfred at the V&A Waterfront. With a vibrant identity already in place, the store needed a way to extend its visual language across a growing range of products and day-to-day communication.

The task was not to reinvent the brand but to deepen it, translating its colour, texture and Afro-modern character into packaging, merchandise and in-store materials that felt both varied and connected.

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We worked across their bathroom range, coffee packaging, bookmarks and gift items, as well as signage and social media, shaping each piece to sit comfortably within the existing system. The aim was to create a continuity of experience from the shelf to the feed while allowing the richness of the identity to remain expressive.

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The expanded visual language now threads through the full retail environment, giving AAFRICAA a more unified presence and allowing the brand to live in the hands and homes of visitors long after they leave the store.

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