CASE STUDY – Anzana Electric Group (formerly Virunga Power)

In Burundi, Anzana Electric Group (formerly Virunga Power), a pioneering company in the energy sector, engaged ARK in mid-2023. The goal: to create a brand strategy that goes beyond the functionality of a utility company, embodying progress and empowerment.

Burundi has some of the lowest electrification rates in the region, presenting a significant opportunity for the improvement of electricity access. ARK’s task was to create a brand that brings pride to the people, providing not just electricity but acting as a symbol of progress.

Our research trip to Burundi opened up a unique perspective on the challenges and opportunities in the country’s electrification efforts. Challenges in rural areas, aside from electricity, include the dispersed layout of homes, lack of access to education and inaccessibility of medical care.

Through research & workshops we came up with 4 key boxes to check for the brand name:
1. Communicates instant impact
2. Encourages trust
3. Simplicity
4. Burundian flavour

Brand Naming

We eventually landed at the name Weza Power, a name crafted to resonate with a community largely unfamiliar with electricity. “Weza,” derived from Swahili, meaning “to be able or can,” aligned perfectly with the brand’s core utility – enabling progress in all aspects of life – as well as checking all the boxes. While not a Kirundi word, “Weza” subtly connected to “kweza” in Kirundi, signifying “purify/cleanse/to shed light on.”

Brand Identity

Developing the brand identity we studied rationalised semiotics to represent electricity – to provide function, cultural icons and pattern work to illustrate culture and dispersion of light to capture possibility.

The Logo

Using these semiotics around culture and the function of electricity and light, the logo was formed.

Brand Pattern

Our radial brand pattern is inspired by African culture and art. Rooting Weza into Burundi culture. Utilising the beauty from Burundi and the functionality of the radial brand appearance from the identity and logo.

Application and Execution

The brand’s brand identity and visual language is created utilising shades of blue, a vibrant, accent green and inspiration through semiotics relevant to light, electricity and culture. All documented in an extensive brand book.

A Universal Solution

We created an intuitive application for Weza Power, extending a universal design system for utility status, payments and more. All in the palm of your hand.

Messaging & Communication

Language is an important tool when communicating in Burundi, with languages of variety spoken such as French, Kiswahili, English in urban settings and Primarily Kirundi in rural areas.

The tone of voice should always convey simplicity and clarity, addressing a purposeful and intentional message to speak to the masses in Burundi.