A brand refresh for Vendease, an African tech-driven food supply chain platform, involves several challenges. It must maintain brand equity while innovating, ensuring the refreshed identity resonates across diverse African markets. The brand needs to balance modern tech-driven elements with respect for tradition, appealing to both younger and older generations. A consistent user experience across digital platforms is crucial, as is updating the visual identity to stand out in a competitive market. The refresh should also communicate innovation in a way that builds trust, particularly with stakeholders who may be skeptical of new tech solutions. Finally, aligning internal stakeholders and clearly communicating the brand’s value proposition to both B2B and B2C audiences is essential for the refresh’s success.