Handmade Africa is rebranding from the Handmade Contemporary Fair to establish itself as the leading online platform for premium African design. Targeting primarily black women aged 30-55, the brand caters to a well-educated, professional audience that values luxury, heritage, and contemporary aesthetics. Expanding beyond South Africa to a global market, Handmade Africa offers fashion, watches, homeware, and art while also supplying high-end retailers.

The new identity was to feel entirely fresh, avoiding stereotypical African motifs while embracing contemporary African aesthetics inspired by Amazigh fonts, Adinkra symbols, Zulu love letters, and Coptic scripts. It should be expressive, modern, and deeply rooted in heritage, aligning with sponsor branding (“Moved by Capitec”).