Creating a brand and identity for London’s first afro-urban concept store.


After twelve years of research and preparation, Mariam Tijani, founder of BIDHAAR embarked on what many thought was an impossible dream, creating London’s first afro-urban concept store, in the heart of Peckham. Fast forward to 2020, Mariam’s store welcomed, locals, artists, influencers, musicians and more.

Defined by a vision to break from the norm

Bidhaar is a lifestyle. Bidhaar is Afro Urban.
Bidhaar is open.


With a shared desire to celebrate our African culture, Mariam approached us to help craft their brand voice. With an aim to develop a flexible system and a suite of brand components from visual to written, identity and narrative, we worked closely with each member of the team to understand their vision and desires for their brand. Helped by a series of workshops, their voice was found; and formed the core pillars from which we developed their new identity and extended brand collateral.

Scott Ohene-Nyako

"Inspired by a Ghanaian adinkra symbol, their motif and identity was formed, with the help of a typeface chosen to complement the unique design."

Visual identity

With an existing brand identity already developed our role was not to throw away what stood, but to finesse what existed and ensure we were developing a brand that truly reflects the voice and brand message we carefully crafted with the team.

Project Details


Rebrand: Visual identity and packaging


Brand Guidelines
Brand Strategy
Identity Design
Packaging Design
Visual identity

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