TWOBOP Rebrand

CHALLENGE

TWOBOP, a proudly South African streetwear label founded in Cape Town, had built a cult following over two decades through authenticity, cultural storytelling, and community-rooted design. As the brand approached its 21st year — a symbolic “coming of age” — it needed to evolve its corporate and brand identity to reflect both its rich heritage and its next chapter. The challenge was to modernise and refine the identity while retaining the raw, hyper-local character that long-time supporters cherished, ensuring the brand could resonate with both loyal fans and a new, global audience.

SOLUTION

To honour TWOBOP’s legacy while setting the tone for its future, I led the creative direction and development of an updated brand identity, including:

• Refining brand positioning and values to balance heritage, cultural pride, and contemporary streetwear relevance.

• Developing a refreshed visual identity that modernised the logo system, typography, and supporting graphic language without erasing the brand’s iconic feel.

• Establishing a flexible colour palette rooted in TWOBOP’s original streetwear DNA, allowing for seasonal adaptation and campaign-specific variations.

• Designing a comprehensive brand toolkit covering apparel labelling, swing tags, woven trims, headwear branding, packaging, and promotional materials.

• Creating visual systems for events and campaigns — from the 21st Birthday “Sadie Hawkins Prom” to city-specific pop-ups — ensuring cohesive execution across physical and digital touchpoints.

• Collaborating with production teams and suppliers to ensure the identity was consistently expressed through high-quality garments, accessories, and printed collateral.

RESULTS

The refreshed identity strengthened TWOBOP’s position as a culturally rooted yet forward-facing streetwear brand. The new visual language preserved its authenticity while enabling more premium and versatile executions, from limited-edition product drops to large-scale event branding. The updated brand system streamlined production workflows, improved consistency across channels, and elevated the customer experience — setting the stage for TWOBOP’s 21st celebrations and beyond. This evolution not only celebrated the brand’s past but laid a confident, scalable foundation for its next two decades.