PROJECT:
“Urban tribe treasure” is a fashion jewellery-based organisation that collects fusion jewellery from different regions of Africa and runs an online page named “Africana Ethical.” Their mission is to celebrate the rich cultural heritage of Africa while embracing the modern world maintaining authenticity, sustainability, innovation, and cultural appreciation. They strive to create jewellery pieces that honour traditional craftsmanship, foster cultural appreciation and empower artisan communities.

DESIGN CONCEPT:
As part of the branding project for “Urban Tribe Treasure,” I designed a logo featuring a silhouette of an African woman with a vibrant turban in shades of yellow, orange, pink, purple, and green representing the diversity and vibrancy of African culture.

The silhouette of the woman highlights the empowerment of African women and communities, showcasing their creativity and resilience. I chose vibrant colours to reflect the uniqueness of African culture and to symbolize the dynamic nature of African heritage. In the overall branding, I used yellow, red, and very light brown to symbolize optimism, strength, and authenticity.

I designed this visual identity in a way that aims to celebrate African heritage maintaining a modern audience, while balancing tradition with contemporary aesthetics. Overall, I tried to give their brand an authentic feel aiming to appeal to a global market while staying true to its cultural origins and roots.