Leaders in the Fast Moving Consumer Goods (FMCG) industry, Sefalana Holdings Group has announced a change of identity.

After 40 years of providing its customers and shareholders with exceptional service and growth, the company announced that it is adopting a new Group-wide identity that will flow into every one of its divisions, companies and associated businesses.

The rapid growth and expansion of the Sefalana Group over the years, according to Group Finance Director, Mohamed Osman, has resulted in a fragmented identity within the Group umbrella.

“In today’s competitive environment building a strong, unified brand across diverse operations is considered to be one of the best ways to enhance synergy and add more strength to the organization,” said Osman.

With their reputable image, the company believes it will leverage this equity of the household name brand that speaks with one voice.

Osman added that the new Group positioning line reflects the benefits and intent of the Sefalana Group.

“We’re actively seeking out new opportunities to all stakeholders and adding value to the lives of the people of Botswana. Sefalana brings innovation, creates wealth, nourishes, and helps families make every Pula go further,” he said.

According to Osman the company’s new logo is explained as follows: “The icons for the sorghum, corn and wheat kernels reflect the Group’s roots in basic foodstuffs and essentially they retain and reinforce the heritage of Sefalana as ‘the Bountiful Granary’, bringing prosperity for Botswana and Batswana. The light blue recognises its roots as a truly Botswana company, with the majority of its shareholders in the hands of Batswana. The dark blue symbolises the precious commodity of water and the life it sustains, while the orange represents the African sun that nurtures life and brings forth the warmth, happiness and optimism at the heart of the group and the brand”.

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