Ideation & Concept Development

Proudly Made in Africa

Project details


Proudly Made in Africa


Innovation Strategy

Ideation & Concept Development: UK & Ireland

Value Added in Africa (VAA) is an Irish and UK based charity which works with African producers of food,  drink and clothing products  to help them find markets for their goods – however, while they enjoyed some success in gaining listings with retailers, they were struggling to build consumer awareness of the wide range of brands they were supporting. 

As advisors to VAA, we identified the strategic opportunity for a certification brand for African-manufactured products, which could be applied to all products, and become the focus of their consumer marketing efforts.   

We then led the development of a consumer mark “Proudly Made in Africa”, including brand positioning development, running of creative workshops to develop brand name ideas, research testing of the concept, briefing and managing the design agency who created the brand identity and communication strategy development. 

 “Brand Led Growth have been an invaluable strategic partner for us.  They have helped us with everything from the biggest strategic questions to the detail of how we manage our day to day social media communications and everything in between. With their help, we have been able to make African products more attractive to the trade and to consumers in the UK and Ireland, and expect further business success in the months ahead.” 

- Conall O Caoimh, CEO, Value Added in Africa




Pilsner Urquell/Peroni