Shona Brand Identity.

Ivan Mandela, George William Bakka and Joachim Ewechu started Unreasonable East Africa, as a franchise of Uncharted (formerly the Unreasonable Institute). They wanted to create a movement of entrepreneurs to solve some of East Africa’s greatest social and environmental challenges. With a desire to cause economic transformation in the region. They did this with the core belief that businesses had a powerful role to play in positively transforming the lives of people.

The Problem.

Toward the end of the year 2016, the team started asking itself big questions about the work they were doing. They realised that the oft-used word “impact” represented only a small part of their vision for the region – which was to transform East Africa’s economies. With this realization, a lot of their language started to change and evolved into the idea they are pioneering around Good Business. With this new direction of work, they concluded that they needed to move on from the Unreasonable East Africa brand to SHONA!

The Solution.

The new name, SHONA is a Kiswahili word that means to stitch together.


“We are excited about how this represents our work bringing together, connecting and attaching to businesses the resources they need to grow,” – Joachim
“This new name also grounds us more and strengthens our identity in being East African, giving us the opportunity to build a world class and global brand, born in East Africa.”
– Joachim
Having locked down the name we embarked on translating the SHONA story through a visual language that would be both iconic and representative of the company’s commitment.

A distinct icon.

The SHONA Icon is unique in its symbolism of the brand’s commitment to 3 pillars that are at the core of all their operations.

Interested in working together?

lets meet.

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