Nomonde Mtetwa's profile

Edgars // Own The Look

Nomonde Mtetwa
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African Design Edgars Own It pattern design rebranding self-expression south africa South African culture visual design


About the Project:
I was tasked with helping out with the rebranding of Edgars, one of South Africa's oldest retail companies. The project included a new logo and whole new identity for the brand which was in dire need of a refresh. 

The creative direction was led by the talented Vumile Mavumengwana, our Chief Creative Officer, Ryan McManus and Executive Creative Director, Adam Whitehouse. The main idea behind the visual identity was taking the red square and owning it, making it more than just a logo. We developed a square based grid system, patterns, devices and an entirely new identity all based from the Edgars red square.

Awards:
Cannes Lions: Bronze – Entertainment (2019)
Loeries: Silver – Digital // Social Media (2019)
Epica Awards: - Silver: Branded Content // Music Video (2019)


African Design Edgars Own It pattern design rebranding self-expression south africa South African culture visual design
African Design Edgars Own It pattern design rebranding self-expression south africa South African culture visual design
African Design Edgars Own It pattern design rebranding self-expression south africa South African culture visual design
African Design Edgars Own It pattern design rebranding self-expression south africa South African culture visual design
African Design Edgars Own It pattern design rebranding self-expression south africa South African culture visual design
African Design Edgars Own It pattern design rebranding self-expression south africa South African culture visual design
African Design Edgars Own It pattern design rebranding self-expression south africa South African culture visual design
African Design Edgars Own It pattern design rebranding self-expression south africa South African culture visual design
African Design Edgars Own It pattern design rebranding self-expression south africa South African culture visual design
African Design Edgars Own It pattern design rebranding self-expression south africa South African culture visual design
African Design Edgars Own It pattern design rebranding self-expression south africa South African culture visual design
African Design Edgars Own It pattern design rebranding self-expression south africa South African culture visual design
African Design Edgars Own It pattern design rebranding self-expression south africa South African culture visual design
African Design Edgars Own It pattern design rebranding self-expression south africa South African culture visual design
African Design Edgars Own It pattern design rebranding self-expression south africa South African culture visual design
African Design Edgars Own It pattern design rebranding self-expression south africa South African culture visual design
African Design Edgars Own It pattern design rebranding self-expression south africa South African culture visual design
African Design Edgars Own It pattern design rebranding self-expression south africa South African culture visual design
African Design Edgars Own It pattern design rebranding self-expression south africa South African culture visual design
African Design Edgars Own It pattern design rebranding self-expression south africa South African culture visual design
African Design Edgars Own It pattern design rebranding self-expression south africa South African culture visual design



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#OwnTheLook



Edgars // Own The Look
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Nomonde Mtetwa's profile

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Nomonde Mtetwa's profile
Johannesburg, South Africa

Edgars // Own The Look

Design work for the Edgars rebranding project. The campaign that 'reconnected a 90 year old fashion brand to culture'.

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