Avenue Exchange brand identity
Avenue Exchange is an exclusive cosmetic boutique, with niche scents & fragrances. Inspired by Theo Baloyi's entrepreneurial journey. Theo used to sell perfumes in the streets of Alexandra township, Johannesburg South Africa. This is where the entrepreneurial bug bit him as he learnt the basics & fundamentals of entrepreneurship (from sales, distribution & cash flow management etc)
"I appreciate what the streets of Alex taught me, I sold perfumes from 1st Avenue to 22nd Avenue & beyond. This experience equipped me with great values such as the exchange of kindness, humility & respect. To me every sale was beyond a transaction, it was an exchange of energy, exchange of ambition, exchange of vision & exchange of dreams. " - Theo Baloyi
"I appreciate what the streets of Alex taught me, I sold perfumes from 1st Avenue to 22nd Avenue & beyond. This experience equipped me with great values such as the exchange of kindness, humility & respect. To me every sale was beyond a transaction, it was an exchange of energy, exchange of ambition, exchange of vision & exchange of dreams. " - Theo Baloyi
Design approach
When tasked to create the branding for Avenue Exchange. We asked ourselves; how can we honour Theo’s business history in Alexandra township? The answer; was drawing inspiration from Alexandra township. In this case the map of Alexandra become our inspiration. Layering letters AVX (Avenue Exchange) on top of each other to create a piece of Alex.
The visual language design was inspired by Theo's quote; 'To me every sale was beyond a transaction, it was an exchange of energy, an exchange of ambition, an exchange of vision & an exchange of dreams.'
We visualised the exchange of energy, exchange of ambition, exchange of vision & exchange of dreams into illustration and we simplified them to motifs which we combined to create the visual language.
