Project Type: Conceptual Brand Exploration
Deliverables: Visual Identity Design, Branding
Year: 2021

Ava Premium Shea is a visual identity and branding exploration inspired by Ghana’s thriving shea industry, particularly in the northern regions of Tamale and Yendi. Shea production in these areas is a key export sector, and a vital source of livelihood for rural women, many of whom are central to every step of the process, from nut collection to butter processing.

The objective of this project was to position Ava as a premium, ethically sourced shea brand that highlights both the exceptional quality of the product and the resourcefulness of the women who produce it. The visual identity needed to express both elegance and strength, appealing to a global audience while remaining rooted in cultural authenticity.

My design approach combined soft and textured visual elements to reflect a layered duality. The logo and accompanying pattern design draw from organic forms and structured lines, symbolizing the balance between natural beauty and the labor-intensive craft behind shea production. Earth-toned palettes were used to evoke warmth and connection to the land.

The result is a brand identity that feels premium yet grounded, honoring the women-led systems behind Ava’s supply chain and celebrating the cultural and economic significance of Ghanaian shea.