Some of the most exciting growth markets in the world are located in Southern and Eastern Africa. Urbanization, digitization and global access are changing mindsets and connecting people to wider prospects and income possibilities. From this, a middle class is emerging that is optimistic about the future, has access to more opportunities than previous generations, and is generally curious and hungry for exciting new offerings.
From a business perspective, there is limited innovation and little competition. In other words, the perfect band for new brands to come in and lead the way. Building brands from the ground up, testing and optimizing these exciting opportunities is part of the Epic Lion branding agency’s specialty. Connecting with the pace, vibrancy and rhythm of modern African markets, Epic Lion is uniquely positioned to create brands that balance magic with logic, ensuring they always build brands that not only have a clear purpose but also drive commercial success .
SOGO: Designed to be dynamically different
In developing the new fuel brand for Zimbabwe, Epic Lion worked closely with the team on a branding strategy. Based on the knowledge that gas stations in this market are typically functional with limited experiential add-ons, the brand positioned itself to make filling up not only better in every way but also an experience that feels good. Providing a fresh, friendly brand and bringing the “service station” concept to life.
Epic Lion set out to build a brand different from the existing brand. The name and identity are closely linked to the parent brand, while being translated into the modern consumer space through a dynamic and contemporary design system. The identity extends to forecourt spaces as well as a digital presence. SOGO offers Zimbabweans the service excellence they need to move forward in life.
VIVI: Kenyan perfume house, supporting local entrepreneurship
Kenyans love perfume and see fragrance as an important part of personal care and self-expression, but previously there were no mid-range everyday fragrance options available. Epic Lion and the brand team worked outside the market to create a comprehensive brand strategy based on being approachable and accessible, offering long-lasting popular fragrances, evocative packaging and spreading the joy of fragrance.
The strategy provided a springboard for the development of the VIVI name and a new vibrant brand identity. designed for everyday luxury. The beautiful packaging offers an unboxing experience without adding much cost. This new award-winning identity included the development of a sales platform that elevates local entrepreneurs in partnership with small-scale business owners. They are the representatives of the brand and are highly valued and rewarded at a high rate.
What’s new and next?
Branding for modern Africa means creating distinctive identities that celebrate the vibrancy, innovation and creativity of its people. Eager for new products and experiences, these markets respond to different brand cues and visual cues compared to developed markets. They are optimistic and aware of the world and choose brands that help them project an image that reflects their sense of identity. Brands that work strategically to understand and plan for African markets with confidence and positivity are making their own destiny and have a bright future ahead.
Epic Lion is a strategic brand and digital design agency founded by an experienced and internationally award-winning team based in Johannesburg, Stellenbosch and London.
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