Karoshi – Thanda

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How do you establish a new online luxury homeware business in a way that is true to its deeply held values of ethical trade and sustainability? Thanda sources high-end interiors accessories directly from craftspeople in South Africa, supporting local communities while bringing unique products to the UK market. It was important to articulate Thanda’s core belief that sustainability doesn’t have to compromise aesthetics.

Thanda is the Zulu word for ‘love’ and so we followed that idea through, taking similar cultural cues for the brand identity. Karoshi crafted a bespoke logotype and created a geometric pattern and colour palette inspired by Zulu heritage to reflect the company’s ethos and distinctive positioning. To present this to the UK luxury homeware market, Karoshi set these elements against a Modernist design and typographic aesthetic. This graphic vocabulary flows through the website, packaging and promotional materials. The e-commerce site features bespoke photography showcasing the craftsmanship of the artisan products, along with descriptions that focus on the story of the maker behind each one.

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