We are changing, for the better

We are changing, for the better

Co-founder's statement on the rebrand

Big news! We are excited to announce that as of January 21st, 2022, we are rebranding with a new name and logo as part of the ongoing evolution of our company’s brand.
Over the last few months, we have poured our hearts and souls into creating a new image that accurately depicts who we are, at our core as a team, our ambition and where we want to go.

Why we're here

We started muthoni unchained, in late 2020,  because we had experienced the frustrating lack of access to authentic African crafts and the devastating effects of COVID-19 to the livelihoods of African artisans and creators.
With a vision for a better shopping experience for both customers and artisans, we set out to create a new way to purchase African crafts and to expand the opportunities available to African artisans and creators.

2022 and beyond

After an amazing year of exciting growth and evolution, offering new avenues to grow the creative and culture sectors in Africa,  we felt it is time for a change. 
Our startup has undergone a significant transformation in the last few months to become a leading digital solutions provider for the creative and culture sector in Africa. Our new identity has been designed to satisfy all the existing expectations of what our original mark stands for, while simultaneously moving the brand forward with the vision of creating an environment that promotes creative culture outputs; and the necessary infrastructure for growth and economic development.
To better reflect this mission and symbolize our future, we’re releasing an updated brand identity, which includes a new name, definition of our logo and colors .We also analyzed our values as an organization and created a brand identity that reflects those values.

The new message

Mawu Africa is our new brand promise to you. It is a youthful, fresh and confident new look; with bold type, refined colors and our most defining element: our dedication to the Creative and culture sectors in Africa. 
Mawu Africa has four key values(PICA) that differentiate us as the best option for players in the creative and culture industries in Africa
  • (P)assion: We are passionate about telling African stories that connect, inspire and impact.
  • (I)nspiration: We are inspired by our rich cultural heritage to effect positive change to the rest of the world.
  • (C)reativity: We are committed to creative innovation through Culture.
  • (A)bundance: We are products of a vast continent abundant in culture, heritage, wildlife and people.
In the spirit of rebranding, we will continue to commit to our customers and partners by providing the same level of service and professionalism.
We'd also like to take the opportunity to thank our loyal customers and business partners for their trust and friendship in business.
As you continue to notice changes in our branding, signs and promotions, we would certainly love to connect with you. Feel free to reach out with any thoughts, requests, or compliments. If you enjoy social media, please connect with us here

Nyambogo Jennifer & Pauline Kariuki 

About Us

Mawu Africa is a digital solutions provider revolutionizing how trade is carried out in the creative and culture sector in Africa. We are doing this by creating the online infrastructure to support the trade of African culture items and remove existing barriers; and by equipping the value chain players in the sector with the right digital solutions to accelerate their growth (and in doing so accelerate social and economic development across Africa). Through our online platforms, consumers from all over the world can easily access a wide variety of culture items from African producers on the continent. 
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