Meanwhile, our design team focused on the brand mark to find a more aesthetic, clean and ownable visualisation of the female roots and Rwandan heritage of the brand. The new wordmark was inspired by local Imigingo patterns from Rwanda. The hierarchy of information on the packaging was simplified and adapted to the new insights and messaging strategy. Thus, the visual identity of Kandaka Naturals narrates a system in which women empower women in an environmentally-friendly fashion. Based on this versatile system, we developed a design model that is easily applicable to the main communication channels, such as social media.