The Kaap Agri Group specialises in retail and trade in agricultural, fuel and related retail markets in Southern Africa. With over 70 Agrimark stores in South Africa and Namibia, they are steadily becoming a favourite one-stop-shop for a wide range of agricultural and lifestyle products including a variety of outdoor and camping gear.

They previously offered an outdoor range called AgriSafari but the business took a decision to move away from any house brands.

This created an opportunity to establish the new stand alone outdoor brand, Waypoint.

We worked closely with the management team to define a robust brand strategic framework around inspiring people to get outdoors and find their way to new experiences. This thinking gave us a foundation to develop a name and bold new creative identity which was then applied across all of their touchpoints, from instore navigation to corporate stationery and product branding.