A rebrand of an annual courtship competition among the Wodaabe people of Niger. Young men dressed in elaborate ornamentation and made up in traditional face painting; gathering in lines to dance and sing for the attentions of marriageable women.

A beauty pageant with a twist, Chad’s Gerewol is a colorful, centuries-old festival during which men put on makeup, dress up and perform a series of enigmatic dances to attract their new wives – or at the very least, score a night of passion. The identity design extends upon the tradition and encourages all visitors to put down the social stigma from our society, rekindling their desire to liberate for a brief moment of break.

In the western world, we are used to beauty pageants where young women are paraded and judged on their physique and poise by a mainly male jury; however, what if the roles were reversed? This Guerewol Festival rebrand is an attempt to encourage our society to break out of the social stigma and reunite through the bond of music, dance, and joy.