Brand IdentityFefeti
Brand identity for Fefeti, a New York fashion label that reworks West African dress for a modern wardrobe — “Wear your modern heritage.”
- Year
- 2025
- Deliverables
- Brand StrategyVisual IdentityLogo DesignPattern DesignPackagingCampaign
Overview
Fefeti sits between two places — West African craft and a New York clientele. The identity had to feel rooted and ceremonial without becoming costume, and premium without losing warmth.
The Challenge
Heritage that reads as modern, not costume
The Solution
A branching tree mark and a monogram woven into pattern
Logotype
A tree that branches and roots at once
The Fefeti mark is a single line drawn into a tree — canopy and root system mirrored — set beside a high-contrast serif wordmark with an “NY” stamp. It signals lineage, growth and a New York address in one move.
Pattern
The initials, tessellated
An interlocking “F” monogram builds into a repeating textile pattern used across scarves, packaging and product — a house cloth that works as both surface and signature.
Stationery
Wear your modern heritage.
Merchandise
Labelling
Digital
Campaign
Project Information
Fefeti came to Synergis with a clear idea — contemporary clothing built on West African dress traditions — and needed a brand that could carry it in a New York market. We built the identity around a hand-drawn tree that reads as both canopy and roots, paired it with a sharp editorial serif, and developed an interlocking monogram into a full textile pattern. The system runs from membership cards and swing tags to scarves, drinkware, a commerce site and a city-wide campaign under the line “Wear your modern heritage.”
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