Social entrepreneurs aiming to stimulate growth in the South African small business sector
Design a logo that can be used on multiple products as the brand expands into sub-brands.
thisFOthat, founded by product manager Johrné van Huyssteen, focuses on making a difference in Southern Africa by supporting existing entrepreneurs with the stress of funding, building relationships with retailers, and creating funds for upliftment projects. thisFOthat’s sub-brands are all aimed at enriching lives and creating feel-good stories. These include ‘Handbags for Hope’, ‘Coffee for Comfort’, ‘Cool drinks for Classes’, ‘Jewelry for Joy’, ‘Socks for Smiles’, and ‘Bands for Bricks’.
The logo design started with the idea to contain it within a single form (such as a circle, square or rectangle) to create the feel of a sticker or label, as this is directly linked to a physical product that will be sold.
The logo in the rectangle was chosen as the favourite. This design, which can also be used and read upside down, represents thisFOthat’s philosophy of giving and taking, and taking and giving interchangeably. This option further expanded into the pattern design that could be used for wrapping paper and for creating texture on product packaging.
Ethically sourced coffee was sold in SPAR stores in Gauteng under thisFOthat’s sub-brand, coffeeFOcomfort. For each packet sold, a percentage of the sale went into a fund to train baristas in underprivileged areas.
The logo design on the packaging is clean and clear with an added splash of color in the background pattern, which serves to differentiate between various types of coffee.
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