This strategic job of work started with the renaming of the brand from OK Zimbabwe Limited to OK Holdings to clarify its role as a corporate entity. With this brand at the head of the overall architecture, we were able to clearly structure and define the different verticals under which the product and format brands could fit. The result? A coherent set of logics that allowed for the current stable to be communicated succinctly, while also building in latitude for growth in time. This process was important to articulate upfront before creating the retail format identities and related designs, ensuring the right equity was being built at each touchpoint.

From the updated architecture, we modernised the logo and system of visual elements to signal a fresh new era for the brand. Communicating the complementary qualities of trustworthiness and innovation was a key guiding principle, as was representing the brand’s rich heritage in Zimbabwe. The core brand promise of happiness starts at this level and cascades down to each of the sub-brands in the family. With this strategy in place we were able to make this emotion tangible across all other phases of work with the brand, sharing a truth that resonates with employees, suppliers, shareholders and communities alike