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Gemskem has been in the South African auto and cleaning market for a number of years – mainly in the rural and farming districts of the country. The product needed a fresh re-look at the branding and packaging to expand into it's potential market.

Our job was to revise the Gemskem logo and to create packaging that would stand out in the category.


Unfortunately this logo, that we are very proud of, was not chosen in the end. It was decided that it was too much of a departure from the existing logo, which shows a side view of a gemsbok. The subtle liquid droplet could not be seen by the target audience in research much to our frustration.


I feel this logo had the potential to help develop this brand globally beyond South Africa.

Client: Willmore Agencies
Art direction and design: Michael Souter