NEO RICHE

CHALLENGE

NEO RICHE is a luxury brand spanning avant-garde clothing, jewellery, design objects, and accessories. Inspired by the oxymoron nouveau riche, the brand reclaims the term as a statement of cultural pride and self-expression—particularly for the African diaspora. The challenge was to design a brand identity that could convey this bold narrative, remain adaptable across product categories, and stand out in the global luxury landscape.

SOLUTION

I developed a premium yet progressive identity system that fuses cultural symbolism with modern minimalism:

• Naming direction: Reinforced NEO RICHE as a reimagining of nouveau riche, turning a historically loaded phrase into one of empowerment.

• Flag design: Created a distinctive brand flag featuring the Black Star of Africa, symbolising unity, leadership, and heritage—an iconic brand asset across touchpoints.

• Visual system: Built a refined typography and colour palette with bold, symbolic iconography to balance elegance with cultural depth.

• Applications: Designed adaptable identity assets, from embossed wordmarks for leather goods to versatile layouts for digital and print platforms.

RESULTS

The result is a versatile, globally resonant identity that communicates cultural depth, modern luxury, and brand confidence. The flag and wordmark have already become signature markers in early brand storytelling, laying a strong foundation for NEO RICHE’s debut product launch and future category expansions.