Thanda is the Zulu word for ‘love’ so Karoshi followed that idea through, taking similar cultural cues for the brand identity. They crafted a bespoke logotype and created a geometric pattern and colour palette inspired by Zulu heritage to reflect the company’s ethos and distinctive positioning. To present this to the UK luxury homeware market, they set these elements against a Modernist design and typographic aesthetic. This graphic vocabulary flows through the website, packaging and promotional materials. The e-commerce site features bespoke photography showcasing the craftsmanship of the artisan products, along with descriptions that focus on the story of the maker behind each one.
“Articulating Thanda’s core belief that sustainability doesn’t have to compromise aesthetics, provided the foundation for our creative approach.” Ben Vincent, Creative Partner.
Creative Director: Ben Vincent, Gavin Ireland
Photographer: Rikard Osterlund
Additional Credits: Designers: Jacqui Browne, Katie Barret