Built Tough For African Waters
Africa Marine was launched to bring dependable, affordable outboard engines to a market traditionally dominated by expensive global brands. Built specifically for African conditions, the brand was created to serve everyone from commercial operators and fishermen to leisure boaters and adventurers.
Brand: Africa Marine (AM)
Collective: Andrew Franks, Jon Cherry, Alicia van Greuning, Debby Vella
Brand Strategy
Brand Naming
Brand Identity
Brand Positioning
The Challenge
The marine category is crowded with established international brands that all communicate in a similar way, premium lifestyles, speed and performance. For a new entrant, the challenge was finding a position that could stand apart while building trust with a practical, value-conscious audience.
The Solution
Rather than competing at the premium end of the market, we identified an opportunity to serve an underserved segment looking for reliable, affordable engines backed by local support and accessibility.
The Outcome
Africa Marine launched with a clear point of difference in a highly competitive category, an African-first marine brand built around reliability, affordability and performance.
Strategy
Our strategy centred on simplicity. By stripping away category clichés and marketing noise, we positioned Africa Marine as a dependable engine at a good price, built for Africa’s realities, not someone else’s.
With “Always Moving” as the brand line, we created a brand that reflects this relentless momentum. Dependable engines that keep fishermen fishing, businesses operating, transport moving and adventurers exploring. The idea informed every aspect of the brand identity and messaging system, positioning Africa Marine as a practical, trustworthy partner built around progress, reliability and movement.
Brand Icon
Constructed as a continuous flowing monogram, the logo was inspired by the rhythm and motion of ocean waves.
Beyond its marine reference, this symbolises the people and businesses that depend on Africa’s waterways every day. Whether transporting goods, earning a livelihood or exploring new horizons, the logo serves as a visual expression of a continent that is always moving.
Outboard Motors
To support the launch of the product range, the Africa Marine identity was applied across a suite of branded assets tailored to each engine model. A custom display typeface was developed specifically for the outboard motor applications, creating a distinctive and recognisable visual language across the range. This included technical specification sheets, owner’s manuals, a product catalogue and branded folders. This was necessary to balance functionality with brand consistency.
