CASE STUDY – Habari
Habari Tanzania M&A and Rebrand
Reimagining a 25-year-old corporate internet business to streamline operations and introduce consumer-facing home Internet products in a big way.
Habari Node is a name synonymous with the tech industry in Tanzania. They have been providing reliable, high-speed internet to the business community in the region for the past 25 years.
Mawingu Acquisition of Habari Node
In 2024, they signed a Merger and Acquisition with Mawingu Group, an international ISP based in Kenya, to drive expansion of coverage further across East Africa. As with any M&A, the deal would need careful navigation to ensure success in operational, culture and brand alignment.
M&A Brand Strategy
Product & Brand Architecture
We traveled to Tanzania to learn more about the Habari Node business model and to gain a clearer understanding of their team’s culture, operational SOPs, consumer base and audiences. After this, we developed a product architecture that would;
• Allow for scalability and future expansion
• Create clarity to enable better customer understanding and navigation
• Facilitate clear and efficient communication both internally (within the organisation) and externally (during marketing)
We also developed a comprehensive M&A report and roadmap on key integrations across internal and external touchpoints, where our recommendations were based on;
• maximising customer value
• leveraging operational & brand strengths, and
• minimising friction both internally and externally.
Rebrand
Identity Redesign
The first step in this rebrand was to drop the ‘Node’ from the brand name. We chose to go with ‘Habari’ as it was more friendly and approachable, especially to retail customers. Furthermore, ‘Habari’ alone also tested well in the region, and maintained its brand equity from the previous naming structure. We also chose to retained the brand’s colours for the same purpose.
Brand System
Streamlined Globally – Rooted Locally
The cross-border brand family is expanding, with Habari Node being the first new member. Recognising the potential for greater local relevance and resonance, particularly with rural audiences, we designed a brand system that is global in scope but still maintains its local roots. Key visual identifiers, such as typography and logo style, will remain consistent across markets, while brand names and colours may vary. This system enables the ISP group to expand into different regions while maintaining brand coherence.
Visual Language
Graphic devices create a consistent, unique and recognisable identity across communication and various brand touch points.
Localisation
Offering its services across Tanzania, the Habari brand mark can function as a dynamic identity system that adapts to different environments for localisation purposes; appreciating the local nature, culture, and beauty where the brand operates.
Launch
In mid 2024, the new Habari was launched to an enthusiastic audience at an event in Arusha, Tanzania.
