Ajabu
AJABU is Africa's premier spirits and cocktails festival, hosted in Johannesburg and Cape Town. The festival stands as a testament to the continent's flourishing hospitality industry, showcasing unparalleled talent and innovation on a global stage.
The brief
Our mandate centred on elevating AJABU through strategic rebranding, crafting a contemporary identity that honours African excellence whilst establishing the festival as a catalyst for industry advancement. The brief called for a sophisticated brand mark deeply rooted in indigenous knowledge systems and Afro-optimism, supported by bespoke assets that would articulate its core purpose.
The design imperative focused on capturing AJABU's dedication to craft excellence, celebrating the artistry of mixology, and positioning the festival as the definitive platform for Africa's hospitality sector. This platform would foster meaningful connections, embrace diversity, and nurture creativity whilst maintaining authentic African resonance for both continental and international audiences.
Our strategic challenge lay in developing a sophisticated visual narrative that would embody AJABU's ethos of cultural celebration and collaborative spirit, creating meaningful engagement across diverse audience segments.
Through intensive collaboration, we established AJABU's position as the premier platform for showcasing African hospitality excellence, facilitating valuable connections across the continent. The brand needed to capture both the precision and artistry of mixology whilst celebrating Africa's rich tapestry of creativity and innovation.
The transformation
Craftsmanship in design
Our approach merged Afro-optimism with indigenous knowledge systems, resulting in a bespoke, hand-rendered brand mark. This mark reflects the nuanced influences of African script whilst celebrating the sophistication of mixology, establishing a distinctive identity for AJABU.
Fostering North-South Dialogue
The design framework harmonises African symbolism with Northern typography, highlighting the alchemy of collaboration. This considered blend of indigenous forms and diverse typographic elements creates an inclusive visual language that honours African culture, people, and craft, fostering authentic North-South dialogue.
Celebrating Diversity through
Colour & Photography
A sophisticated colour palette, inspired by craft spirits, establishes a refined ambiance, whilst our photography direction focuses on diverse hands in creation, revealing the unique character of each creation. This approach connects AJABU with both local and international audiences, celebrating diversity and mixology excellence.
