Kwetu Living, meaning “our way of living" in Swahili, imports hand-made Tanzanian interior products to Australia—all unique, beautiful pieces created by a diverse group of talented artisans.
Kwetu Living needed an identity and business card that would help the brand stand its ground in the cluttered Australian market. The design should focus on a high-end identity that reflects the origin and authenticity of the products with a contemporary Western feel. Though the initial focus was on the card, the design had to have a view to other applications in the future.
The logo references East African fabrics (kangas), and specifically the unique writing (ujumbe or jina in Swahili) on most modern designs; the jina is usually set in uppercase and most likely printed on a white background to improve its readability. The result is a simple, bold, and contemporary mark that subtly references East African culture and works alongside any pattern or image.