About the project
There is a particular strength in African women. African women are guardians of their children's welfare and have explicit responsibility to provide for them materially. They are the household managers, providing food, nutrition, water, health, education, and family planning to an extent greater than elsewhere in the developing world.
They have the ability to withstand the toughest conditions - conditions that can dramatically affect them physically and emotionally. Added to this are taboos in society, a lack of education, misinformation about treatments and uncertainty in doctors. This can lead to years if not decades of unnecessary struggle and depreciation both physically and mentally.
This is why Alafia was created — to help African women develop a healthy lifestyle through simple fitness / yoga and use of African roots and herbs to maintain a peaceful body, mind and personal space. It aims to support and educate women on their personal journey through life as mothers and family care givers, so they can feel empowered to enjoy what can now be the best years of their lives.
Scope of Work
Branding | Visual Identity
Alafia" (uh·la·fee·uh) is a yoruba word used to mean "wellbeing or peace (of mind/body)" and said as a greeting like the use of the Kemetic word "hotep" and the Arabic word "salaam." It is inspired by inherent qualities of a mother nature — embodifying , nurturing, peaceful. It's grounded yet delicate, strong but vulnerable, reflecting the true character of the African woman.
The logo embodies the different factors needed on the journey towards health and wellness. It's shaped liked a person in a meditation pose to show the importance of calmness and peace. The sun which is inspired by the beautiful Botswana sunrise represents hope, the mountain which is inspired by the pyramids of Egypt represents strength and resilience.
The use of earthy, positive imagery paired with natural colours and considered typography. The identity is tied together with a light design system, using geometric shapes and patterns to promote the culture and heritage of Africa.
The illustrations has a set of hand drawn female figures to celebrate plus sized women.
