Alaffia is a fair trade hair and body care company who empowers women and communities in Togo, West Africa through the sales of their traditionally-crafted products. These sales funnel into their Empowerment Projects, projects such as maternal care and school construction, which are the heart and soul of the brand. While their mission and emphasis on giving back gained national recognition, the brand identity became overworked and overlooked on shelf.
In 2020, guided by the new brand identity developed by Chen Design (Oakland, CA), Alaffia rolled out refreshed packaging, marketing materials, stationery, point of purchase and in-store merchandisers, and other sales collateral. These visuals were created in alignment with the new direction, and reflected the refined yet joyful identity of the refreshed brand.