In 2019, a rebrand on an annual courtship ritual competition among the Wodaabe Fula people of Niger. To create a more united and immersive experience, as well as gettieng the world to take a glimpse at how Wodaabe functions as a unique culture. The Guérewol competitions involve the ornamented young men dancing the Yaake in a line, facing a young marriageable woman, sometimes repeatedly over a seven-day period, and for hours on end in the desert sun. Suitors come to the encampment of the woman to prove their interest, stamina, and attractiveness. Through this branding system which will take place at the festival itself, the visitors will be able to not only gain access to the public information, but are also encouraged to move their bodies around and practice celebration of love and beauty in the desert, gathering people together at a festival, and eventually achieving discovering pure happiness.
Guerewol is an annual courtship ritual competition among the Wodaabe Fula people of Niger. Young men dressed in elaborate ornamentation and made up in traditional face painting gather in lines to dance and sing for the attentions of marriageable young women.For the 2019 edition, a rebrand on the entire visual identity is done in order to create a more united and immersive experience, as well as gettieng the world to take a glimpse at how Wodaabe functions as a unique culture. The idea of emphasizing on the "pleasure" nature and making it into a tribe was further expanded into a logo mark that resembles a welcoming smile. "dress up, apply make-up, perform to attract a mate, find love, marriage or a single night of passion." Was the inspiration for the design–to create a 7 day experience carrying no social stigma or moral restriction, to liberate everyone's soul for a brief moment of break. In this year's festival, we invite you to open your heart and immerse yourself into the pleasure brought by this festival. Not just to embrace the exotic cultural experience, but also to learn how to be "happy" again. To leave all the burdens behinds and just... sing, dance and smile! undefined