Khanimambo Cooperative: visual identity from a territorial design perspective

Abstract

This paper aimed to redesign the visual identity of the Khanimambo Cooperative using a territorial design approach. The demand for the study was raised by the leader of the Khanimambo Cooperative, a business based on the Creative Economy, which makes and sells handmade fashion products for tourists, to tackle the social problems of the community of Matola, Mozambique. The study was conducted by Design Science Research, following a five-stage research protocol: understanding the problem, generating alternatives, development, evaluation and conclusion. To guide the creative part, the Design Inova Embalagem - DIEmb process model was applied, adapted to meet the context of the study, with emphasis on the inclusion of the Affective Map Generator Instrument, related to territorial design. As a result, a new visual identity was created for the cooperative, making use of symbols associated with the territory of Matola, as well as Mozambican culture and its representations.