The Founder, Ayotunde Rufai, believed that the ranks of editors and designers in the fashion industry lacked an intimate understanding of African culture and community, and that the next decade will be defined by its push toward greater diversity, inclusion, and representation in every facet of fashion.

So, the brand identity needed to interlace global unity and the inclusion of influential brands and emerging indigenous artisans at every touchpoint.

The Jendaya visual identity we created is a world of colourful curiosities, embodying travel and culture, representing a global platform but paying homage to its African roots. Traditional African colours are juxtaposed with tones of lilac and pink and softened by the inherent familiarities of sans-serif fonts. These fonts, and the italics, emphasise the design-centric, high-end destination of Jendaya, attracting a global demographic whilst keeping aligned to the heritage of the indigenous brands.