Baax

Baax is a fashion brand from Senegal that aims to proudly represent its native origins. This is achieved by the use of sustainable fabrics and a design based on local patterns and traditions. Hence portraying collections that reflect the past, present and future. Inspired on Senegal’s cartography, the branding people managed to create a graphic universe that resembles Dakars’ essence. Therefore, the color palette is conformed by vibrant colors that relate to the city’s spirit. The logotype roots from the local saying “we’re all on the same canoe”, using the shape of a canoe as the main source of inspiration for its construction. The icon, a geometrical lioness, was thoughtfully built to represent the local ethnicity, women empowerment and a modern lifestyle.