Handmade Africa is the rebrand of the Handmade Contemporary Fair, establishing it as a leading online platform for premium African design.
The question
The brand speaks primarily to well-educated, professional Black women aged 30 to 55 who value luxury, heritage and contemporary aesthetics. Expanding beyond South Africa to a global market, Handmade Africa offers fashion, watches, homeware and art, and also supplies high-end retailers.
The idea
The new identity had 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. Expressive, modern and deeply rooted in heritage, while aligning with sponsor branding: “Moved by Capitec”.
The world
