Go to market with clarity and conviction.

Baobab Labs is a global design and strategy studio based in South Africa.

Granadilla store entrance with a metal wordmark plaque set into cobalt tiling
RM Sotheby's Sealed campaign frame: a purple Porsche 911 in profile
Three Residency Brut Edition 1 bottles with matte black labels, the centre one in focus
Black Jacaranda towel embroidered with the wordmark and petal mark beside a pool
Poolside OPUS panel in front of a large three-dimensional OPUS sign
A Strive teacher helping a room of kids working on laptops
Two guests holding Jem gift bags beneath a pink neon Jem sign at a launch event
Four Granadilla swim short waistbands stacked, each with a woven logo patch

Selected work

All work →
Two people on a Cape Town beach wrapped in a Granadilla penguin print towel
01

Granadilla Swim

Repositioning · Brand identity

A retail worker opening the Jem main menu on a phone on the shop floor
02

Jem

Positioning · Naming · Brand identity · Content

OPUS panel conversation on a sunlit terrace overlooking the sea
03

OPUS

Positioning · Naming · Brand identity · Go-to-market

Residency Brut Edition 1 bottle balanced on a concrete edge against a dark backdrop
04

Residency

Positioning · Naming · Brand identity · Baobab Venture

Illustration of a child building a space game at a computer
05

Strive

Research · Positioning · Messaging · Go-to-market

What we do01 / 03
What the business should be known for, and why it matters.

Positioning

We find the sharpest true thing a company can say about itself, then make every other decision answer to it.

  • 01Market and category audit
  • 02Customer and founder interviews
  • 03Positioning platform
  • 04Narrative and messaging
  • 05Naming
What we do02 / 03
Looking and sounding like it means it.

Branding

Identity systems built to survive contact with the real world — from a pitch deck to a shopfront to a product screen.

  • 01Identity and wordmark
  • 02Typography and colour
  • 03Art direction and photography
  • 04Packaging and environments
  • 05Brand guidelines
What we do03 / 03
Sites and products that carry the brand all the way through.

Digital experiences

Design and build for the places where the brand actually gets judged: the site, the onboarding, the product itself.

  • 01Website design and build
  • 02Product and app UI
  • 03Design systems
  • 04Content and CMS
  • 05Launch support

Selected clients

Sotheby'sOPUSBeonchatThe Hanwell GroupSotheby'sOPUSBeonchatThe Hanwell GroupSotheby'sOPUSBeonchatThe Hanwell GroupSotheby'sOPUSBeonchatThe Hanwell Group
The Kitchen StudioPort2PortJem HR SystemsLemonade PaymentsThe Kitchen StudioPort2PortJem HR SystemsLemonade PaymentsThe Kitchen StudioPort2PortJem HR SystemsLemonade PaymentsThe Kitchen StudioPort2PortJem HR SystemsLemonade Payments

Who we are

Est. Baobab Network

A studio built inside a decade of African venture building.

01Born out of Baobab Network

A decade of backing and taking early-stage technology companies to market across Africa.

02Built on Reflector

In 2024 Baobab Network acquired Reflector, a specialist strategy and branding agency, and brought that capability in-house.

03Proven in practice

An approach refined across +80 companies in global markets, with a team that has worked on the world's biggest brands.

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