As Creative Director for the project, I led a complete brand refresh designed to bring the company closer to the communities it serves. With Astra’s stores rooted in South Africa’s townships, the goal was to evolve the visual identity into something modern, approachable, and deeply relatable while staying true to its core values of quality and affordability.
This refresh included defining a bold and cohesive design language; centered around the iconic capsule logo with its distinctive chair illustration, paired with a vibrant red and blue palette and approachable rounded typography. The brand rollout spanned every customer touchpoint: in-store signage, uniforms, delivery vehicle branding, social media, marketing collateral, and the website. Imagery guidelines focused on authentic, relatable depictions of middle-class South African homes, ensuring customers saw themselves reflected in the brand.
By creating a consistent and human-centered identity, the new Astra brand now speaks directly to its audience with clarity, warmth, and pride, while maintaining a professional presence across digital, print, and physical spaces.
