Magnum
AWA by Magnum
AWA is an african given name derived from “Eve”. Created to represent the women of cocoa farming communities, her mission is to amplify their voices in the wider world by sharing their stories and showing their potential like never before. As the first ivorian digital ambassador, she has introduced AWA BY MAGNUM’s first fashion collection to the world.
Role:
Design Director, Art Director
Located in western Africa, Côte d’Ivoire is one of the world’s main cocoa suppliers. This region provides over a third of the beans used in global chocolate production. Since 2012, Magnum has been working to trace the cocoa beans used in its products and more recently, has partnered with NGOs care international and 100WEEKS to identify how to champion the farming communities behind them.
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Developed in collaboration with those entities, AWA BY MAGNUM’s programme was born, providing women in the cocoa farming communities with the entrepreneurship and literacy skills, direct funding and infrastructure of the village savings and loan association. This helps the women to financially establish themselves independently, providing training to further their economic understanding and provide a lasting impact, with individuals participating in it having 12 times more savings compared to the benchmark in Côte d’Ivoire.
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Designed by the ivorian fashion designer Rebecca Zoro from La Maison YHEBE, AWA is a collection of high quality and versatile pieces inspired by these women’s african heritage and culture. This unique fashion collection is available on online shops to help raise additional funds for tailored impact programmes.
The Creation of AWA:
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Visual Identity:
Title Study:
Visual System:
