This project showcases a comprehensive brand refresh for Brauhaus Afrika, where the goal was not to reinvent the brand, but to elevate and modernise an already established identity while staying true to its roots.
Project Overview
Working through PageFound, I collaborated with the client to refine their existing logo and expand it into a cohesive, premium brand system. The focus was on strengthening their positioning as a quality German beer experience with African influence, while ensuring consistency across all touchpoints—from print to digital.
My Process
1. Brand Discovery & Analysis
I started by analysing their existing logo and brand presence. This included identifying what already worked (recognisability, heritage elements like the African silhouette and circular badge) and what needed improvement (scalability, versatility, and modern appeal). I also considered their target audience and in-store experience to ensure the refreshed identity aligned with their atmosphere.
2. Logo Refinement
Instead of redesigning from scratch, I refined the existing logo to improve balance, legibility, and adaptability. I developed multiple variations (primary, black-on-white, and white-on-black) to ensure the logo works seamlessly across different applications.
3. Colour & Visual Identity Development
I built out a strong colour palette inspired by both German beer culture and African tones—deep reds, earthy browns, and warm sand hues. This created a rich, authentic, and recognisable look. Supporting graphic elements and patterns were introduced to add depth and flexibility to the brand.
4. Typography Selection
I selected typefaces that reflect both elegance and approachability—combining a more classic serif with a clean, modern sans-serif. This balance reinforces the brand’s heritage while keeping it contemporary.
5. Brand Application & Mockups
To bring the identity to life, I applied the branding across a wide range of touchpoints:
- Merchandise (aprons, caps, glassware)
- Stationery (business cards)
- Outdoor branding (flags)
- Social media content and campaigns
This step ensured the brand system was practical, consistent, and visually impactful in real-world scenarios.
6. Social Media System
I designed a cohesive social media layout and content style that reflects the brand’s tone—warm, inviting, and experience-driven. This included templates that highlight food, family moments, and the overall Brauhaus atmosphere.
7. Final Brand Guidelines
Finally, I compiled everything into a structured brand identity system, giving the client clear direction on logo usage, colours, typography, and visual elements to maintain consistency moving forward.
Outcome
The result is a refined, versatile, and premium brand identity that stays true to Brauhaus Afrika’s heritage while positioning them more strongly in a modern, competitive market.
