Àga - it's cool to be african

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Creating a new visual identity for an African-focused lifestyle and design brand.

Each facet of the creative identity is closely tied to elements of Yoruba culture.

Now with a capital ‘A’, the logo stands for Africa and provides links its past heritage,
as well as communicating a modern identity. The strokes surrounding the word ‘Àga’ are influenced by scarification used by Yoruba people which carries strong aesthetic meaning.
Similarly, the shape of the accent on the ‘A’ and the emphasis of its tip refers to Aga’s signature product design, where an emphasis of colour is placed at the tip of the product. The yellow, in addition to the contemporary typography, was chosen to add a twist and freshness, highlighting a modern Africa.
In certain printed mediums an embossed effect can be used, spotlighting the Yoruba scarification.
While showcasing a strong sense of Yoruba character past, present and future Africa,
the visual identity is adaptable and scalable enough to support brand developing brand activities
including new offers, products, and services.
Can we use instead – tribal marks – or beautification marks (no longer in use)
designed on the face or body of the Yoruba people.

An authentic approach that connect the costumers to the the African Heritage.

The visual identity perfectly communicates how the Àga Concept aims to become a gateway to the emerging African Identity, shaping African modern living through design and innovation.