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  • Heartfelt
    Felt form the heart
  • Marthga Lesoalo stared the Heartfelt project with Julie Hadley after her son, Emmanuel died in prison wrongly accused and sadly abused. After stealing what little money Martha had and promising to get Emmanuel out of prison, the corrupt lawyer left her broken hearted. With no husband to depend on, no job opportunities – Martha did what came naturally to her – she found a way to survive. The Heartfelt project is her story. It’s about the lives of the women and families in her community, in a little place called Makapanstad. Together Martha and Julie started creating and designing Heartfelt products, using traditional craft skills, felt and beads. Today they are sold within South Africa and internationally.

    The brief consisted of a new logo, minimum five packages, in store promotion, letterhead, envelope, business card, gift cards, donation card, corporate folder and brochure. I was so moved by the story and the deeper meaning behind heartfelt, that I made exactly that my concept. Throughout the project the meaning of words is used as design elements. The pattern consists out of symbols within the Heartfelt story and culture. As part of the reader becoming part of the story, words are translated into Zulu, Twana and Sesotho, so that it can be learned. Further more, the meaning of every lady’s name, are also used throughout the design. Thus connecting the consumer with Heartfelt though the corporate identity and packaging.
  • Corporate folder
  • Point of Sale - Display stand
  • Flat design of package
  • Flat design of Angel packaging
  • Letterhead