Afijjio Rebrand

SERVICES: BRAND STRATEGY, VISUAL IDENTITY DESIGN, PACKAGE DESIGN, ART DIRECTION, WEB DESIGN

Afijjio is a retailer that makes made-in-Africa fashion, beauty, and lifestyle products accessible in North America. They approached us for support with their storytelling and overall brand appeal.

We worked together to refresh their brand and strengthen their connection with their audience of younger Millennials and older Gen Z’ers always hunting for special pieces.

Brand Platform

For Afijjio, we created the brand platform “One Cart. Boundless Options." which also serves as a tagline.

This is rooted in two beliefs:

The craftsmanship and creativity flowing within Africa shouldn’t be bound to the continent
Shoppers in North America shouldn’t be bound to only products from Western brands

Afijjio has solved a core distribution issue that previously complicated accessing African brands from Canada & the US. This brand platform celebrates that and communicates Afijjio’s essence in a simple and digestible way.

Logo & Visual Identity

With its high contrast and sharp edges, Afijjio’s custom wordmark is the logo and key identifier of the brand. It is distinct enough to stand alone but clean enough to work alongside the rest of the visual identity system.

To complement the logo, we created a library of icons and an abstract pattern.

All of this exists in Afijjio’s colour palette, a modern take on the colour ways historically associated with Africa.

The muted shades and tone-on-tone applications lean well into timely tastes without crossing the line into “fad” territory.

COMMUNITY

Inspired by the communal nature of Africans
LANDSCAPES

Inspired by the desert terrains across Africa
BORDERS

Inspired by architectural symbolisms
BEAUTY

Inspired by the Adinkra symbol for beauty
DISTINCTION

Inspired by specific symbols used to distinguish families across Africa
AFFLUENCE

Inspired by the “bese saka” Adinkra symbol, which represents abundance
STRENGTH

Inspired by the geometric shapes used in patterns on erected structures
HERITAGE

Inspired by the long and winding connection of Africans to their roots

Website & Content

A big part of why Afijjio brought us in was the issues they were experiencing with their e-commerce (Shopify) website.

Over time, they observed that online shoppers were having difficulty understanding who they are and what they do. In our audit of their previous website, we also recognized that the website was complicated to navigate and that that was adversely impacting the shopping experience. As a solution, we:

We simplified the menu navigation to only include the essentials
Added new filtering functionality and streamlined the inventory categories
Restructured the flow of information to prioritize conversion while being conducive for education
Wrote fresh copy that is easy to digest
Created new pictures and videos to ensure a cohesive visual experience

Afijjio Website Mockup with Motion (1).gif

To bring Afijjio’s new brand to their audience, we created campaign videos and pictures to showcase their hero category— fashion.

To ensure a cohesive experience at every brand touchpoint, we created collateral like business cards, social media templates and packaging for Afijjio.

Doyin Amao | Founder, Afijjio

“Working with Outerbox and their incredible founder, Tosin, has been a transformative experience for my brand, Afijjio.

From our first interaction, Tosin demonstrated a deep understanding of my vision and was genuinely invested in bringing it to life. Her helpfulness, attention to detail, and ability to translate ideas into beautiful, cohesive branding were truly remarkable.

The entire Outerbox team exceeded my expectations, delivering a branding package that perfectly captures the essence of Afijjio—elegant, vibrant, and culturally rooted. The process was collaborative and seamless, and they were always open to feedback, ensuring I felt heard every step of the way.

Thanks to their expertise, Afijjio now has a polished brand identity that resonates with our target audience and elevates our presence in the market. I couldn’t be happier with the outcome and would highly recommend Tosin and her team to anyone looking to create impactful, meaningful branding!”