WELCOME TO THE
BUSH COLOGNE
BRANDING PRESENTATION
Dearest Wian
We’ve put together three initial creative routes for the brand, all of which are answering to the brief in different ways, but with one shared intention: to move the brand away from feeling too photographic or overly literal, and instead into a space that feels more illustrative, distinctive, and ownable. That shift is important not only for stronger shelf standout, but also for how the brand performs in digital spaces, where a more crafted, graphic visual language often carries far more impact and memorability.
At this stage, this is very much a first working look rather than a finished solution. The goal here is less about landing every detail perfectly in round one, and more about giving us something tangible to react to. It’s always far easier, and ultimately more productive, to shape a brand into the right direction once there is a visual world in front of us to respond to. This gives us a clearer foundation to discuss what feels most right, what has the most commercial potential, and where we can refine, push, or pull the identity to get it exactly where it needs to go.
Route One
This route is built around a simple, textural wordmark that carries the raw, grounded essence of the brand directly into the visual language. The debossed, earth-toned surface evokes the tactility of the outdoors, anchoring the product in a distinctly South African landscape and lifestyle.
By layering the branding over the mosquito illustration, the function of the product is made immediately clear, yet elevated through a refined, modern execution. The balance of rugged texture and clean typography creates a unisex appeal, while the overall composition feels contemporary, slightly edgy, and confidently local, capturing both the practicality and lifestyle in the bush.
Route Two
This Bush Cologne route leans into a more beautifully crafted, collectible expression of the brand, drawing on the romance of golden-era African travel and the visual richness of old apothecary labels.
The intricate botanical detailing gives the product a sense of story, place, and natural efficacy, allowing the ingredients and function to feel embedded in the design rather than simply stated. There is a decorative warmth to the label that makes it feel considered, gift-worthy, and elevated, while still retaining a grounded, local character.
The result is a packaging direction that feels premium and memorable, justifying the price point through a sense of artistry, heritage, and thoughtful detail.
Route Three
This route centres around a stylised King Protea, used to create a shield-like holding shape that gives the identity both presence and distinction. It brings a sense of protection and purpose to the brand, while subtly rooting it in a recognisably South African visual language.
The serif typography adds a level of refinement and elevation, balancing the more organic, expressive illustration style. Paired with the rich botanical pattern work, the result feels proudly African without leaning into cliché, sophisticated, characterful, and premium, with enough warmth and visual interest to feel both memorable and commercially strong.
Thank You