In 2011 I started Sidai Designs, a social enterprise creating high-end jewelry and homewear based in Tanzania. The mission of the company was to be a design-driven, sustainable, and ethical business that provides a real living wage for artisans through the preservation and elevation of their indigenous craftsmanship.

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THE CHALLENGE

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The perception that handmade and free-trade products from Africa tend to be of cheap quality, are tribal in look, and are a one time sympathy buy.

 

THE GOAL

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Create a brand relevant in a contemporary high-end western market, while preserving the original Maasai beading traditions.

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THE CONCEPT

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A fresh, exclusive, and timeless feel, evoking a sense of whimsical, playful yet elegant and sophisticated voice, woven together with the story of the Maasai culture.

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THE EXECUTION

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The logo depicts the traditional Maasai disc combined with a modern font to create impact and relevance. All designs utilize the use of white, mixed with soft solid colors to suggest luxury. The usage of clean introverted fonts complement the luxury feel and create balance. Comprehensive brand guidelines ensure that all designs follow the brand’s DNA.

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THE RESULT

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Today Sidai Designs is a widely beloved and recognized brand with yearly sales of over $1million.