Start-up business Aduna approached us with a mission to #makebaobabfamous with the underlying purpose to create sustainable incomes for 10 million households in rural West Africa where the wild Baobab fruit is harvested.
At the time little was known about Baobab in the UK, and superfoods, weren’t the established sector that they are now – so our design had to educate as well as attract.
We created a vibrant design that captured the spirit of Africa and used its visual energy to project the product’s benefits.
Adopting an illustration style that is typical of African fabrics reinforced the authenticity of the brand while vivid colour blocking differentiated the products and generated visual impact. The design deliberately positioned Aduna between health and beauty and this has helped to create an instantly successful lifestyle brand.
‘When we look back on the major success factor behind Aduna, investing in working with Carter Wong will always be right at the top of our list. They have proved to be a consistently excellent and committed creative partner”
Andrew Hunt – Partner and Founder, Aduna
The brand had immediate success and was listed in major high-end stores including Selfridges, Liberty London, Wholefoods and culminating in a campaign that saw Holland and Barrett change its name to ‘Holland and Baobab’ for a month.
The business has grown considerably since our original involvement and the range has now expanded into other African ingredients and botanicals.