The brief

To develop a brand proposal to grow the goodwill and revenue of the Vlisco through co-branding with the AK brand. Capture how the brands can jointly promote and advance the empowerment of women.

The opportunity

To harness the equity of this leading music star, philanthropist and activist true to her personal integrity, her brand essence and that of the Vlisco brand. Working together harmoniously.

The Angélique Kidjo Story

Angélique has led an interesting life, full of challenges, personal triumphs and endeavours which have shaped her and the people around her. Her brand essence is an extension of this life experience. It’s plain that Angélique is proudly African, her roots in Benin and west Africa have shaped her art and her

passions and informed her outlook on the world but it seems Angélique is still very much a citizen of the world. In times of adversity, her imagination, artistic centre, self-belief and vision have been her guiding light. A fierce opponent of the inequality of the female in Africa and keen ambassador for education.

This personal life journey will form the basis of the Angélique Kidjo brand, it’s look and feel, it’s associated fields of influence and activity.

The AK icon: figurative identity development based on this iconic image
The Angélique supergraphic: Should reflect her own personal narrative
– A strong upstanding vertical narrative...

‘An artist with purpose, using her creativity for change’.

Angélique ‘Totem’ supergraphic logotype. Intended to be considered for use as an extendable language for textiles. All inspired by African art and geometric illustration...

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Project: Collab branding for Angelique Kidjo x Vlisco
Agency: Brand Communications
Role: Creative Director
Date: 2015
Region: Global