Founded to help provide sustainable incomes for 10 million rural West African households, Aduna asked us to create a brand identity that had the potential to make their core ingredient – wild Baobab fruit – famous. Known as the tree of life in its homeland, this African icon is an enduring symbol of life in some of the world’s harshest landscapes – a real feel-good fruit.
Based on West African language and pattern, we created up-beat, luxury packaging for this extraordinary new raw-food product. Alive with connections to local fabric patterns, Aduna – ‘life’ or ‘world’ in local Wolof – uses vibrant colour chosen to reflect the regions distinctive red earth.
Carefully positioned between health and beauty, Aduna has grown into a successful lifestyle brand.
Partner and Founder, Aduna