I recognise that the story behind the work is often more compelling than the outcome. It’s through these stories that we understand the full context within which something exists. We get an insight into the creator’s intentions and inspirations, as well as into their process. And so a new Afri-love series is born: Project Stories. I hope you enjoy it – let me know what you think in the comments.
About a year ago, Dayo Forster approached my graphic design studio, Asilia, with regards to developing the visual identity for the homeware brand she was launching.
Toghal was born out of a love for textiles, African heritage and the huge diversity of pattern, form and expression found in traditional African fabrics. Co-founder Dayo wanted to take inspiration from these traditional designs and keep their heritage alive by reimagining them in a fresh, contemporary way.
She came to share her vision and her product with us and I could barely contain my excitement. It is projects like this that I live for – projects whose subject matter resonates with my own passions and interests.
In this case – designing a fresh and contemporary brand identity that reflected Toghal’s African heritage in an interesting, non-cliché way.
I love that I can bring my skills and ideas to create design that invites a wider audience to discover, engage with and become patrons of a brand.
Step 1: Research
After the deal was sealed (we sent a proposal, Dayo and I discussed it, agreements were signed and a deposit was made), the fun truly began!
Dayo had spent a lot of time already working on her brand so, she was able to share plenty of information on the inspiration, the products and the big plans.
Our first step when working on identity design projects is always research. We take all the information we’ve gathered from our client (from a questionnaire and from our initial meetings in person, or via Skype/Google Hangouts/telephone) and then indulge in a serious scour-the-internet session.
In this case, we looked at:
- Brands similar to Toghal – whether in terms of inspiration, mission, values, target audience etc. We looked at how these brands presented themselves visually.
- Homeware brands with great design (regardless of where they were based or what their influences were)
- Different African scripts such as Bamum from Cameroon (pictured above)
- Colour combinations that were in line with Dayo’s vision for the brand
We then thought of different aesthetic themes that could be appropriate for Toghal. We found examples of great design to illustrate these themes, creating a mood board for each. We sometimes do this by sharing Pinterest boards that we’ve curated (e.g. below).
We presented our findings in a visual document so that we could discuss them with Dayo. It is usually through these interactions with clients, during the course of the project, that the best breakthroughs occur.
Step 2: Exploration + experimentation
Our next step was to present logo design directions, exploring different ideas, informed by the discussion with our client thus far. This stage of our process is, if you like, our version of the ‘rough sketch’.
Toghal means ‘to sit’ in Wollof and, this inspired a lot of our initial designs. In the final logo design, you can see that the ‘A’ is reminiscent of somebody sat cross-legged.
Step 3: Focusing and refining
Next, we developed the direction that most resonated with Dayo – fleshing it out fully to create a comprehensive ‘kit of tools’. This included: the logo, and variations where appropriate; the colour palette; recommended fonts and a typographic style and; design elements that will complement the brand and help to build recognition (e.g. patterns, iconography etc.).
Step 4: Collateral design
We then started thinking about the actual communications materials that we would be designing and applying the identity elements to them. In this case, we designed business cards, letterheads, compliments postcards, tags, stickers for packaging, a promotional flyer/card, PowerPoint presentation template and graphics for social media.
A couple of rounds of iterations later, we had arrived at signed off materials that both Toghal and Asilia were happy with. We could now prepare the materials for production (preparing artwork for the printing company) or for dissemination (getting graphics ready for Facebook and Twitter).
(These designs are for stickers. When you receive your Toghal order in the mail, they’ll be on the packaging! A fun way yet relatively easy way to ‘brand’ your packaging)
We also put together a visual identity guidelines document which, the Toghal team can use for internal reference when creating documents in-house and which, they can share with other service providers to ensure consistency across all the materials created and that the brand’s integrity is kept intact.
(A sample page from the guidelines document)
Back to the present
We’ve created various promotional materials for Toghal since first working on their identity last year. It’s such a thrill to see our designs in use and great to know they are helping Toghal to reach more and more people.
(the Toghal stall at Africa Utopia, earlier this month)
If you're interested in collaborating on a brand identity design project, get in touch with me: hello [at] weareasilia [dot] com.