Client:
Avon South Africa x David Tlale
Agency:
Mighty Fine
Services:
Lead Creative Direction and Visual Design
Illustrator
Graphic Design
Product Design
Textile pattern design
Packaging
Year:
2018 - 2021
Industry:
Fashion, Beauty, Product, Brand Collaboration
Credits:
Photography - Justin Dingwall & Mighty Fine Agency
Production - Mighty Fine Agency
Fashion Designer - David Tlale
Product Sampling - Xpose Manufacturing
PR & Marketing: Avon South Africa
Brief:
In a landmark collaboration between Avon and a fellow South African high-end luxury brand David Tlale, the goal was to co-create a limited-edition product and campaign line that embodied a fresh, elevated celebration of Mzansi’s vibrant cultures, beauty rituals, and creative spirit. My role was to lead the creative vision, translating this ethos into product, textile print pattern, packaging, identity, and story — across three seasonal releases.
Collaboration across PR, production, product sampling, and marketing departments to ensure creative alignment and ultimately extend the collaboration beyond product into brand-building and campaign storytelling. This visual university fused David Tlale's monogram for season 3 , bold Afrocentric South African patterns for season 1, hand-drawn botanical illustrations for season 2, and vibrant color stories inspired by traditional dress, local flora, and township textures.This approach guided everything from product concept sketches that featured bags, purses, scarves, sunglasses and a kimono that I got to co-design, to campaign taglines and layout systems.
The entire project was a cross team collaboration where we worked hand-in-hand with PR & sampling teams to ensure packaging matched press expectations, liaised with product development to create samples that maintained design integrity and co-directed layout and storyboarding for visuals production (photo + video) with Mighty Fine’s production team.
