Online clothing store


Zefrica is an online clothing retailer specialising in South African fashion. They asked us to develop a name and identity for their new company.


Zef is a South African slang word meaning ’someone who dares to stand out from the crowd’. We combined Zef with the word Africa to create a brand name which would instantly tell the target audience – South Africans living in the UK – all they needed to know about the company. The logo is an abstracted illustration of a Protea, the national flower of South Africa, which sits alongside a bespoke logotype which was drawn specifically for this project. The colour scheme reflects the natural colours of the flower.