Kensta is a multi-sector company based in Nairobi. The objective of the exercise was to establish a new umbrella brand that would encompass all the present and future businesses. The brand had to resemble the ethos and culture of the company and be positioned as forward thinking, cutting edge and driven. The name ‘Tonic’ suggests the feeling of well-being and vigor. Tonic, by nature of its branding, occupies a positioning that can lend itself to new opportunities and the present businesses.
The visual identity explores the concept of a core and an outer circle. The core represents the organization formed by individuals and values. It remains stable and uncompromised through changing times. The outer circle represents the environment, which is constantly changing and also symbolizes the world. The responsiveness of the organization to the changing worldview is captured in an adaptive graphic element.