An entrepreneur from Khayelitsha, South Africa named Carlington Chara carries on his father's leather company to this day. When given the opportunity to reevaluate his brand, Carlington embraced changing the company name from Clever Leather, to Chara, redesigning his visual identity, promoting his leatherwork with modern methods, and bringing his products into a whole new marketplace. 

Inspired by the family story, the use of the double "C" in both names of Carlington and Clever Chara prompted the communication of embracement and legacy. Talking with Carlington while evaluating his current brand and selling environment, the team proposed new ideas that align with his brand goals and handcrafted products. Going through several stages of iteration, the brand identity began to reveal itself, representing the hard work, leadership, and original products Chara offers. 

Embodying what Chara stands for, the redesigned identity of Carlington's brand completely reestablished his company as a quality, trusted, and modern experience. Reaching a wide array of consumers, the potential market his products can reach is limitless. Giving him the tools to promote his brand in a way that reflects his crafted products and family legacy was truly life-changing for not only this South African entrepreneur, but also the team that helped Carlington achieve his dreams.