Repositioning an FMCG market leader for its next stage of growth.

RIA is one of Angola’s leading FMCG businesses, with operations spanning sourcing, manufacturing, distribution, and a portfolio of consumer products sold throughout the region. Despite its scale and market presence, the company’s identity had not evolved alongside the business.

Behind a portfolio of products, manufacturing operations, and regional distribution networks was a business far more sophisticated than its public presence suggested. I worked with leadership to establish a unified brand strategy, define a single identity capable of operating across markets, and articulate a clearer vision for the organization. These principles informed the development of a new visual identity, messaging system, and corporate website exploration that brought together brands, operations, sustainability initiatives, careers, news, and corporate communications within a more coherent and credible experience.

RIA now presents itself in a way that better reflects the scale, maturity, and sophistication of the business behind its products and operations. The new brand provides a consistent foundation across markets and communications, while the website exploration extends these principles into a broader digital experience.