Coven is a female members-only community in Africa that aims to empower African women and revolutionize womanhood. The community provides a safe space for women to share their experiences, provide support, and access educational resources. 

Coven's target audience is women of all ages who value inclusivity, support, and community, and are passionate about making a positive impact on society.

Coven needed a strong brand identity that communicates its core values, vision, and mission. The community's existing brand lacked consistency, cohesiveness, and uniqueness, lacked visual and messaging elements which hindered its ability to attract and retain its target audience. They wanted to reflect a warm, inclusive, and empowering personality that would be friendly, approachable, and supportive, with a touch of sophistication and elegance.

The branding approach involved having to create a logotype inspired by the literal understanding of the word and giving it a more receptive feel with some sharp edginess. The color palette featured warm and inviting colors, including shades of pink, purple, and orange. The colors are feminine and sophisticated, representing the brand's personality and values. Some illustrations were also created and implemented in the visual design system, together with an elegant and legible typography and imagery to reflect the brand's personality.