“Pure business” event was held by UCN in cooperation with Food College. The aim of this project was to inspire Danish companies to corporate and make business with Africa by exporting food from such countries as Ghana, Uganda, Tanzania and Kenya.
The brief of this “Pure business” event required me to design a coherent visual identity so it would reflect positive attitude of Africa and show that it is a good place for investments.
My idea was simple - to use the silhouette of an orange, which makes references to the food industry. The color orange relates to energy, happiness and success. Africa map-roots show the origin of the food. The leaf, rising to the top, conveys the idea of Africa’s economic growth or successful investment. Also, the green leaf perfectly embodies the concept of PURE.