TSHEPO Rebrand: Redefining African Luxury

The TSHEPO rebrand was driven by the ambition to establish the brand as a leader in African luxury, redefining what it means to be world-class while staying true to its authentic roots. My role involved shaping a visual identity and logo that could resonate with both local audiences and the international luxury market. The brief emphasized the importance of storytelling woven through every element of the brand—logo, color palette, icons, and photography. This approach reflects TSHEPO’s deep connection to Africa’s creative spirit while aspiring to create a legacy for future generations. Inspired by Tshepo’s personal journey and his philosophy of “standing on the shoulders of giants,” the rebrand integrates themes of heritage and social relevance with a bold, modern outlook. Balancing authenticity with global appeal, the rebrand embraced TSHEPO’s values of community, craftsmanship, and individuality. Elements like the iconic crown motif and references to African denim.

TSHEPO Rebrand: Redefining African Luxury

The TSHEPO rebrand was driven by the ambition to establish the brand as a leader in African luxury, redefining what it means to be world-class while staying true to its authentic roots. My role involved shaping a visual identity and logo that could resonate with both local audiences and the international luxury market.
 
The brief emphasised the importance of storytelling woven through every element of the brand—logo, colour palette, icons, and photography. This approach reflects TSHEPO’s deep connection to Africa’s creative spirit while aspiring to create a legacy for future generations. Inspired by Tshepo’s personal journey and his philosophy of “standing on the shoulders of giants,” the rebrand integrates themes of heritage and social relevance with a bold, modern outlook.
 
Balancing authenticity with global appeal, the rebrand embraced TSHEPO’s values of community, craftsmanship, and individuality. Elements like the iconic crown motif and references to African denim as a storytelling material underscored the brand's unique identity. This rebrand positions TSHEPO not only as the “King of African Denim” but as a movement that stands for something larger—activating citizens, celebrating community, and redefining African luxury on the world stage.
 
Credits
Nicola Spurdle – Creative Director / Graphic Designer
Tshepo Mohlala – TSHEPO Founder / Creative Director 
Batya Raff – TSHEPO Head of Marketing and Brand 
Jonti Brozin – TSHEPO Co-Founder
Nicole Christos – Graphic Designer
Craig Duff – Video Editor 
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