Start-up business approached us with a mission: #makebaobabfamous. Baobab was relatively unknown in the UK and superfoods were not an established sector. Our design had to educate as well as attract. Inspired by African fabrics, we crafted original patterns and colourways that captured the Spirit of Africa. Positioning Aduna between the health and beauty sectors created a lifestyle brand that had immediate success and listed in major high-end UK stores including Selfridges, Liberty London and Whole Foods. Rapid growth facilitated funded NPD extending into other botancials and new formats including nutritional bars.