Ethiopia professionalizes its commodities branding, to attack foreign markets
Achieving a strong growth of 8.6% in 2018, the “tiger” of Africa requested Pixelis to develop a National branding and promotional strategy for three of its agricultural commodities: Honey, Sesame, and Tef.
A strong and assumed positioning
The strength of this nation is certainly a characteristic that is still perceived as a weakness nowadays in our society : its current economical development state. Nevertheless, its know-how and its ancestral agricultural methods make Ethiopia a very modern actor from a sustainability stand point. This country protects richnesses of our soil and encourages consumers to counsciensly enjoy natural products to take care of the environment.
Awareness and engagement challenges
So consumers will choose to get engaged towards protection of the planet natural ressources, by choosing a brand of ethiopian products, following an engaging movement. « Choose Ethiopian commodities, belong to this community for a sustainable act. »
The brand « GO ANCESTRAL ! »
Enjoy consciously Ethiopian richnesses while protecting our Worlds’ wonders. This new branding, embraced by cooperatives and private brands, will enable to develop country positive image towards foreign markets.
The objective was to create a proprietary and strong identity, in order to communicate know-how, quality and local lifestyle values. We can see dazzling and joyful colours,
coming from ethiopian landscapes, and a dancing typography of the word « Ethiopia », inspired from Amharic.
"This project was one of the challenging tasks that I ever had due to the uniqueness of developing agricultural commodities branding in general and the limited knowledge that we had in country when it comes to branding for international use. However, big thank you for the Pixelis team, they walk us through each step with great motivation and understanding to come up with this amazing brand “Go Ancestral”. Am proud to be part of this project and I believe, "Go Ancestral" , if promoted well would bring significant change in export of Tef, Honey and Sesame of Ethiopia."
Bisrat Ermias, Senior Project Officer II, Market Development
Creation :
Mathilde Theve / Aurélie Crop / Rodolphe Duprey / Sylvain Frechette / Thomas Checa / Laurence Aziza
Strategy :
Vincent Adnet / Mathilde Rouleau / Edouard Provenzani
