Brand Relaunch : Hanifa
Brand Relaunch : Hanifa
The ask
Select a brand that you know and love. If it needed a rebrand, what would it look like? Define the brand, draft mockups, and create a relaunch event.
About the brand
Hanifa is a global luxury brand “for women without limits.” Based in Baltimore, Maryland, and created by Anifa Mvuemba. Hanifa specializes in luxury, ready-to-wear collections for women that are size-inclusive. The brand was created in 2011, but started to receive more recognition after The Pink Label: Congo 3d virtual fashion show in early 2021. The virtual fashion show was nothing like anyone had ever seen before and captivated the internet. It presented a new way for fashion shows to take place.
Hanifa’s mission is to help women achieve excellence, make their own rules, and know that they can do anything they put their mind to. The luxury brand prioritizes accentuating the natural curves women hold and giving them unique prints, colors, and textures to make them feel the most empowered. Vibrant greens, dazzling metallics, and hyper pinks can be seen throughout their collections and make Hanifa stand out from the rest.
The Process
1 . define the Brand
Defining the brand involved getting clear on things like the customer profile, competitors, and where it stands in the market. This framework allows room to see what can be done differently for Hanifa. I found that Hanifa lies in the premium sector of the market map and pricing strategy pyramid.
2 . Draft mockups
The next step of this project was to draft mockups. This included a branding kit, new colors, and a line sheet.
The relaunch of Hanifa will take place on the top floor of the National Museum of African American History and Culture in Washington, D.C. Guests will be invited to see the new collection in a serene, breathtaking environment at the end of July. The new pieces will be on the perimeter of the waterfall for viewing while networking.