Thandana

Carry your life with love.

Thandana is a love letter to South Africa: its colour, its character and the everyday lives its bags are part of. We helped shape the brand’s strategy, identity and tone of voice around a simple thought: what we carry says something about how we live.

THE CHALLENGE

Find the story inside the bag.

A bag carries the daily load. Snacks, spares and things packed just in case. Hair ties and heartbreak. Nappies and naughty one-nighters. Picnic wine, even if the picnic is just wine.

The opportunity was to give Thandana a story built from those familiar moments, with a personality as expressive as its products.

THE IDEA

Life comes with baggage. Carry it with love.

We built the brand around affection for life in all its untidy variety. Warm, open and quietly cheeky, Thandana celebrates the things people bring along and the stories attached to them.

THE WORK

Let the bags lead.

Playful prints and sun-soft colour give the products their character. We paired them with photography that feels lived-in and a voice that speaks like someone you know.

The identity holds these elements together while leaving room for the bags, and the people carrying them, to be themselves.

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