Straight out of the plains of South Africa and bred to the finest quality in Australia, Safari Daisies is one of the most resilient Arctotis flower that is bred by Nuflora International P/L, New South Wales.
On our second collaboration with the visionary entrepreneur Mal Morgan, we wanted to create a strong and charming brand for the product, while transmitting the origins and the heritage behind it: South Africa.
In a market of full of same colored and packed brands, Safari Daisies had to be different and recognizable easily by the end customer. It would be sold on the shelves at garden/hardware stores and local retails mainly in Australia but also in other countries. The biggest challenge was to combine the wordmark within a stacked logo that had to include the tagline—"Magic Moments of Colour", and a simple yet strong icon.
To make the memories of the product alive and to commemorate its origins, I first looked through the local tribes of South Africa. It didn't take long that I found out there still are dominant local tribes who have shaped the culture: Zulus, Bantus, and Xhosas. After a deep dive in their culture, I got help from Midjourney (the AI-bot that generates digital art) to build up a moodboard for me to visualize the concepts better.