Client: Queensland College of Art & Design (University Project)
Art Direction: Self-Directed
Medium: Branding / Visual Identity
“Zaire” is a branding project developed in response to a university brief exploring sustainable design. This project became a way for me to reconnect with my Congolese heritage and use design to engage with the social and environmental challenges facing the Democratic Republic of the Congo (DRC). The name “Zaire” references the former name of the DRC, acknowledging the country’s complex history and evolving identity.
The brand mark is inspired by Kuba textiles, a traditional fabric art form created by the Kuba people of the Kuba Kingdom , located in what is now the DRC. Known for their bold geometric patterns and rich cultural symbolism, these textiles represent the strength and heritage of Congolese artistry.
While the mark may appear abstract at first glance, it was intentionally designed as a crown, symbolising cultural pride. The colour blue references the DRC flag, representing unity, peace and hope. Together, the shape, colour and symbolism form a visual identity that is both personal and purposeful . A celebration of Congolese history, resilience and creativity through the lens of contemporary design.
Zaire Project: Cultural Branding & Visual Identity
Zaire brand pattern
Brand pattern created from the Zaire brand mark. Crown inspired geometric design.
Zaire brand mark
Zaire brand mark inspired by Kuba textiles. A minimalist blue geometric design.
Process of making the Zaire tote bags
Recycled tote bag
Redesigned with fabric from an old 3D painting
Upcycled tote bag
This upcycled tote bag was hand painted. It was my sister’s old tote bag that I turned into a personalised one of a kind totebag.
Upcycled tote bag hand sewn
This tote bag was upcycled from a matching top and skirt set I never wore. It was just sitting in my closet. Instead of letting it go to waste, I hand sewed it into a tote bag using Kitenge fabric. Known in East Africa as Kitenge, this colourful and bold patterned fabric is known by various names across the continent in various names,
