DISCIPLINES
Brand Proposition
Key Messaging
Catalogue Design
Brand Activation Assets
OVERVIEW
Fra Fra came to George Cosby Studio to elevate their brand presence and deepen the way customers experience the story behind their products.
Celebrating the artistry of Ghanaian basket weaving, Fra Fra works closely with skilled weavers in northern Ghana, placing craft, culture, and community at the heart of the brand. As the business grew, there was an opportunity to refine how this story was told — ensuring it felt cohesive, considered, and resonant across every touchpoint.
The work focused on finessing and extending Fra Fra’s brand system through a series of design activations and ongoing Brand Stewardship.
THE CHALLENGE & INSIGHT
The challenge was to expand the brand without diluting its authenticity.
Fra Fra’s story is rich, layered, and deeply human. The risk was not a lack of narrative, but how to express it clearly and respectfully — avoiding oversimplification, tokenism, or visual noise.
Through a collaborative workshop, the key insight emerged: The power of the brand lies in the full journey — not just the finished product.
By shifting focus from objects alone to process, people, and place, the brand could invite customers into a deeper understanding of the craft and its impact.
THE OUTCOME
The result is a cohesive set of brand touchpoints that bring Fra Fra’s story to life with clarity and care.
A refined proposition and messaging framework informed a series of considered activations — from swing tags and care cards to key visual posters — each designed to guide customers gently through the brand’s values and products.
At the centre of the work is Fra Fra’s catalogue: a richly crafted piece that blends product detail with storytelling. It traces the journey of basket making from grass growing in northern Ghana, through the hands of skilled weavers, to the finished objects — highlighting the people, processes, and cultural impact behind the brand.
Through ongoing Brand Stewardship, the brand continues to evolve with coherence and integrity. The outcome is a brand world that feels immersive, respectful, and grounded — one that honours craft, culture, and community, while offering customers a deeper connection to the work.
