Brief
The client approached me to create a brand identity for a new men’s fragrance tailored specifically for the African man. The challenge was to design a brand that not only resonated with African masculinity but also stood apart from Western-inspired cologne brands. I brought in an expert, Phumi Kubeka, in the UX research field to assist with conducting market research. The brand needed to embody confidence, sophistication, and a deep sense of cultural connectedness—rooted in African collectivist values and community pride.
Tribe DNA
Tribe is designed and curated for the African man. Rooted and born in African Collectivist culture – as opposed to Western Individualistic culture. Tribe is not just for one person, it’s made for all who are daring enough to try it.
The name
Tribe is defined by a traditional group in society made of communities and liked by one commonality: tradition, heritage, lineage. Members of a Tribe subscribe to a unique set of rituals, dialects, culture and customs that set them a part. It doesn’t get more originally African then this. A man that uses Tribe is connected and cultivated by a sense of community and family – no man is isolate, no man is an island. He sets himself apart by being ambitious and bold; stylish and classy; well respected and easily, the best of the best. But most of all, a Tribal man still stands out, he is DISTINCTIVELY DARING.
The slogan
“Distinctively Daring” endorses a man stands out and dares to do so. It is the early-adopter and self-starter with great ambitions and is making them happen; for himself and others.
The catchphrase
“Are you in?”: An ominous call to join in, to be a part of the Tribe with like-minded individuals who not only use the same fragrance but embody the same qualities.
The language
Tribe is inspired by the motivated man. So we use language that encourages one to get up and dare to succeed and stand out. Tribe is also inspired by the Africaness of community, so we speak about self in the context of others. Words that come to mind when we think and talk about the brand.
The Visuals: Photography and imagery
Imagery should be experimental and bold like the fragrance. Playing with black and white portraits and lighting on black men. Playing on essential and collective black men rituals such as the barbershop is essential as that experience is a unique cultural experience in black men’s lives. Being black and bold also means being well-groomed and in touch and self-aware. Re-imagining the black man as soft and beautiful is something that is lacking in the media and something that can be boldly challenged by Tribe.
Colour palette
The colour palette and tones are very set a part from the blue and gold hues that we often see in the cologne competitors. Tribe stands out for being bold, and brown and proudly black while remaining simplistic and loyal to the industry it belongs and the sophistication it aims to embody. Colours such as these also speak to the range of melanin the beauty industry aims to uplift currently. This fight for inclusive and empowerment is automatically a fight that Tribe embodies due to the audience it aims to engage. These tones also speak to the idea of being “Distinctively Daring” and collectivist at heart.
Outcome
I co-developed Tribe — a bold and distinctive identity that celebrates the modern African man. The brand narrative and visual language were built around the idea of community, brotherhood, and cultural pride. From the slogan “Distinctively Daring” to the earthy, melanin-inspired colour palette, every design decision was guided by authenticity and empowerment. The result was a premium yet relatable brand that challenges stereotypes, redefines masculinity, and positions Tribe as a fragrance for men who lead with confidence and cultural pride.