Naming, Identity Design, UI, Photography, and Art Direction
In West Africa, Tinga means "land." The coastal lowlands in Ghana, where Tinga bags are made, inspired the name and temperament of the brand.
Brought to life in a rich, earthy color palette inspired by the terrain itself, the comprehensive identity system weaves together luxurious typography, geometric patterns, and starkly beautiful landscape and product photography to translate the spirit of the lowlands — lifting up the region and all who carry its elegance.
Designed from Africa Rainfall, an opulent font that captures the grace of the African landscape, the Tinga wordmark is set in all lowercase to keep an approachable air. The tail of the mark's letter 'g' is cropped as if it were tucked out of sight beneath the lip of a Bolga bag. The resulting flat plane allows the letters to rest proudly at their baseline, lifting focus to the dot of the 'i' — which is as round and full as a midday sun.
Grounded in earthy base tones, the color palette is complemented by more active accent colors that modernize and energize — brightening layouts with hues redolent of hand-gathered straw and the endless, all-lifting skies above.
A whirling, floral icon symbolizes the genesis of the basket-weaving process. The icon is centered by a five-pointed star in deference to the national flag of Ghana.
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Junior Designer: Nana Mampamle Atorsahve