Kalahari.com is one of South Africa’s biggest online retailers.
To portray the intrinsic principals of any brand can be tricky, even more so a brand with a name that means very little to the service it offers – yet I have tried to break down these core principals, and combine both the idea of what Kalahari is and what kalahari aims at portraying.
Gone is the “.com” moniker, when people say “Google it” they don’t say “Google dot com it” – this is simple, and so it should be.
The following designs, were selected to best fit the brief and elegantly carry the new Kalahari brand far into the future.
As if dropped from the sky, the inspiration for this logo device is based on a gift that has found itself half buried in the kalahari sand.
A visual play on the delivery package and the setting of the Kalahari desert. The box is made up of a “K” turned on its back, creating a ribbon – whilst also forming a desert landscape as the sun shines in the background.
Reworking the original sun emblem, this logo modernises and simplifies the sun element, yet still maintains the message of “delivering joy”
The element works well with the current kalahari logo-type, but works equally well on its own. The simplicity of the design lends itself well to other uses, the logo can be made into a repeating pattern for wallpapers and car wraps for instance.
Another rework of the original logo, this time maintaining the kalahari hominid, but creating a landscape of which he is delivering to you. A kalahari utopia, made by a simplified ribbon element, mimicking the kalahari horizon. The sun element has also been simplified and sits neatly above the ribbon.
Except for a subtle gradient current icons for mobile apps can remain largely unchanged, the main changes will occur across traditional branding where the ribbon can be used as a geometric identity, lending itself to a varied and broad set of uses.