BRAND BOOK
BRAND BOOK
AJABENGexploresthepurityandvibrancyofAfricanculture,thatinfusespost-colonial optimismwithapan-Africanspirit.
www.ajabneg.com
ABOUT AJABENG
AJABENG explores the purity and vibrancy of African culture, that infusespost-colonialoptimismwithapan-Africanspirit.
Launched by Travis Obeng-Casper in 2020. AJABENG experiments with both feminine and masculine design elements to create an aesthetic that is as experimental as it is conservative. AJABENG blends traditional African aesthetics with contemporary fashion sensibilities. Exuding a sense of cultural pride and modern elegance. AJABENG tells a story that celebrates Africa’s rich heritage. The brand’s dedication to building a more sustainable fashion ecosystem is underscored by its commitment to fair employment practices, providing opportunities for young African creatives, and maximizingtheuseofbiodegradablematerialsinitscreations.
EmbracingthePurityandVibrancyofAfricanCulture
CelebratingAfricanCulture
AJABENG draws inspiration from the diverse tapestry of African history, fashion,art,musicandspirituality.
InfusionofPost-ColonialOptimism
AJABENG represents a departure from the colonial influences that once dominated African fashion, offering a fresh perspective that celebrates African identity on its own terms. The brand creates a visual language thatexudesconfidence,pride,andasenseofliberation.
Pan-AfricanSpirit
AJABENG showcases the unity and interconnectedness of the African continent. The brand’s approach not only promotes cultural diversity but also fosters a sense of solidarity among Africans, transcending national boundaries and celebrating the shared heritage of the continent.
OUR STORY
FoundingVisionandMission
CulturalInspiration
AJABENG is a joyful ode to African culture, harmoniously combining post-colonial hope with a pan-African ethos. The brand's vision is to integrate the authenticity and liveliness of African heritage into moderndesigns,craftingadistinctiveandcaptivatingstorytelling.
MinimalistAesthetic
Guided by an "Afro-minimalist" aesthetic, AJABENG's mission is to challenge the fashion landscape by offering a unique perspective that resonates with global audiences while staying true to its Ghanaian roots.
SustainableCommitment
AJABENG is committed to sustainability, not just in its designs but also in its production processes, reflecting a dedication to ethical and environmentallyconsciouspractices.
VISION & MISSION
BRAND IDENTITY
AJABENG is known for its elegant designs that beautifully blend African culture with the minimalism movement. The brand's creations are truly exquisite, emphasizing the harmony that resides inside each clothing. One can easily recognizetheuniquetemperamentofAJABENG'sclothingatfirstglance.
The AJABENG style is characterized by a remarkable balance between femininity, masculinity, and modern design. While the aesthetic may seem simple and clean, it is also innovative and timeless. This combination sets AJABENG apart from otherfashionbrandsandcontributestoitsenormousappeal.
By fusing the elements of minimalist principles, AJABENG manages to create a distinctstylethatresonateswithpeoplefromallwalksoflife. The emphasis on harmony is a key aspect of AJABENG's designs. Each piece is carefully crafted to create a sense of balance and unity. Whether it's the silhouette,thecolorpalette,orthechoiceoffabrics,everyelementismeticulously chosentoensurethatthefinalproductisvisuallypleasingandharmonious.
AJABENG's designs are not bound by trends or fleeting fashion fads. Instead, they are meant to be timeless and versatile, allowing individuals to incorporate them into their wardrobe for years to come. This commitment to longevity and sustainabilityisanimportantaspectofthebrand'sethos.
A J A B E N G
DEMOGRAPHICS
The target demographic for AJABENG is upper social class, work orientated, minimalist and African inspired individuals aged between 25 - 45 years. The typical consumer wants simple and clean yet contemporary garments that are made to last, which can easily be mixed and matched without taking too much time out of their busy schedule.
AJABENG's target market are individuals who want to identify what AJABENG represents: The Purity andVibrancyofAfricanCulture
PERSONALITY
The personality traits of AJABENG customers are individuals who are ambiviorted, ambitious, creative, intelligent, and self-assured. Individuals who buy from AJABENG are career-minded strivers, innovators,andachievers.
LIFESTYLE
The customers who purchase AJABENG products have a busy and demanding lifestyle. Their jobs necessitate a professionalappearance,hence their desiretoshopatAJABENG.
AJABENG customers are fashion-conscious and seek an elegant yet contemporary look. They choose to invest in fewer high-quality items and expecttheirclothestobecomfortable.
USAGE
AJABENG’s target customers purchase their products for workwear and event wear which are usedonadailybasisforeverydaylife. AJABENG customers have a loyal status to the brand.
U S T O M E R P R O F I L E
C
PHYSIQUE
Timeless, minimal, storytelling, aesthetic, structural, clean architectural lines, nuanced,immaculate,modern,harmony.
Exclusive,private,personal,loyal RELATIONSHIP
Conservative, African-inspired, exclusive, well-spoken,welleducated REFLECTION
Private,confident,sophisticated,intellectual PERSONALITY
Perfectionism,craftsmanship,exclusivity, art, music, architecture, cinema, design, sensual,responsibleproduction CULTURE
Intelligent,elegant,timeless SELF-IMAGE
A N D I M A G E
B R
BRAND EQUITY
AJABENG’s philosophy revolves around the idea of developing timeless piecesthatwillnevergooutofstyleandarebuilttolastforyears.Thebrand intends to demonstrate that the items have a better-perceived worth by emphasising on quality and longevity. It is consistent with the brand's commitmenttosustainabilityandsocialresponsibility.
AJABENG draws inspiration from African history, fashion, art, music, and spirituality. The juxtaposition of cultural elements lends the brand an intellectualappearanceandaddsdepthtoitsdesigns.AJABENGhonoursthe continent's vast cultural diversity by infusing pieces of African heritage into itscreations.
One of the key pillars of AJABENG's brand philosophy is producing in small quantities. By doing so, the brand not only ensures exclusivity for its customers but also minimizes waste and reduces its environmental impact. This approach contributes to the brand's inherent responsibility and sustainability.
COLLECTIONS
AFROROMANCE
GHANAAWAKE
AJABENGXOKUNTAKINTE
MAAMEYAA
PRIDEOFGHANA
