African Romance Corporate Identity
| Fact |
Value |
| Contact |
Johannesburg |
| Client |
African Romance |
| Project |
Corporate Identity |
| Industry |
Consumer Services |
| Timeline |
8 Months
Jun 07 - Feb 08 |
| Services |
Brand Communications and Collateral
Brand Identity
Brand Guardianship
|
| Team size |
3 The Brand Union
3 Client |
Diamonds have enriched the landscape of South Africa’s heritage for centuries. But while Southern Africa accounts for approximately 40% of world diamond production, only 1% is polished on local soil. The first of its kind in South Africa, African Romance, a Johannesburg-based gem polishing company, is set on changing this.
The Brand Union was appointed to design an identity that reflects an African heritage, while projecting a world class image that can stand shoulder to shoulder with international luxury brands.
The captivating beauty of a perfectly cut diamond, reflecting a kaleidoscope of colour, inspired the African Romance identity. The icon symbolises the light reflection of a diamond, the great African sun, Africa’s magnificent beauty and the generous warmth of the African people. Reflective foils are complimented by textured papers and patterning which also allude to a rich African heritage of craft. The warm colour palette celebrates Africa and conveys its warmth and radiance.
The bright identity is inspired by facets of reflective light in a perfect-cut diamond, while the visual language conveys Africa’s warmth, radiance and heritage of craft in its earthy tones, warm colour palette and patterning, at the same time retaining a sense of richness, romance and mystery.
“Raw, uncoated African paper contrasted with luxury foil works so well together to create something uniquely African and luxurious while reflecting the heritage and spirit of the brand” Dede Van der Merwe- Designer.
