Saro Bags is more than a fashion label — it is a tribute to legacy. Rooted in the heritage of the old Benin Empire and influenced by the opulence of Lagos' 1980s post-colonial elite, the brand needed a visual identity that would translate its deep cultural inspiration into a fashion-forward aesthetic. With recent international recognition, including features in Vogue and Milan Fashion Week, Saro required a refined identity that blends African royal heritage with Victorian elegance.

To create a brand that embodies Saro’s values — royalty, craftsmanship, and African pride — we undertook an extensive creative exploration that began with research and moodboarding. We studied traditional Benin patterns, post-colonial fashion elements, and motifs from Nigerian regal history. This set the tone for the sketches and ideation phase.

At the heart of the identity is the Leopard’s Paws icon. In Benin symbolism, the leopard is revered as the King of the Forest, a symbol of authority, loyalty, and prestige — qualities that perfectly align with Saro’s brand philosophy. The leopard motif was stylized to create a powerful, elegant icon that represents strength and sophistication.

We paired this with Carre, a Victorian-style serif typeface that echoes the brand’s historical ties to British-influenced Lagos fashion of the 1980s. Its sharp, expressive character gives the logotype both a classical and high-fashion feel, ideal for a brand entering global fashion conversations.

The full creative suite included:

• Peps logo and icon design

• Social media banner + ad sizes

• Billboard mockup design

• Branded T-shirt visuals

• Motion graphic showcasing product reveal and campaign theme

This approach ensured a consistent, spicy identity across all brand materials, creating an exciting and unified product launch for Peps.