Kaoshi branding project

Kaoshi’s mission is to build the most convenient and affordable platform to help Africans meet their personal and family commitments at home or abroad. They deliver on this mission via Kaoshi Africa and Kaoshi International.

Brand Personalities (Archetypes): Creator + Everyman Brand Voice: Genuine, Helpful, Clear, Empathy

We expressed the brand’s value proposition through a visual identity system that tells the story of simplicity, innovation, and inspiration. Its diverse audience also gave inspiration to a vibrant colour palette.

As a financial brand gaining increasing trust, Kaoshi decided against having a drastic logo change and we agreed with the rationale. We focused on finding opportunities that simply made the same logo more meaningful.

Font family: Nordique pro

Inspired by her Swedish and Norwegian heritage, Andrea Leksen created this modern geometric sans serif reminiscent of Scandinavian design and typography. With its tall x-height and thin strokes, Nordique Pro will be best showcased at large sizes, in headlines, and other display uses