We were approached to design promoter's apparel for two of JTI's cigarette brands in the Democratic Republic of the Congo.
For Portsman Etoile, a new brand marketed to a newer audience, I took inspiration from the vibrant wax print fabrics used throughout Africa. These are bright, richly patterned textiles that often include subject matter from current events and popular culture. I created two co-ordinating fabrics that took inspiration from iconography on the packs and proposed three different apparel styles that would relevant to the more youthful target market.
For Portsman Gold, an established brand that appeals to and older, more traditional market,I took inspiration from the sapeurs in the region and proposed more refined apparel to help the promoters appear more aspirational.
CREDITS
Design: Greer van Eyssen
Head of Design: Kean Hartnady
Account Management: Michelle Perreira Jardim, Charlene Morrison
