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Godrej | Darling
Scope
Primary and Secondary Market Research, Brand Development, and Art Direction
User Research & Design Development
As Lead Designer, I worked on the Darling brand through in-depth user research across Nigeria, South Africa, and Kenya. The project explored cultural influences, consumer behaviors, and the competitive landscape to uncover opportunities for the brand to connect more meaningfully with a younger audience.
Darling is a well-known hair extension brand across Africa. The project was rooted in extensive research to better understand the new generation of African consumers, informing a more relevant and distinctive brand direction.
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