Belief
We believe that Africa’s future will be largely shaped by the brands it is able to produce, and their ability to attract and move global audiences.
We're engineers, designers and storytellers, building the ventures and brands to shape Africa's future, with founders and investors who believe.
Our experiences have led us to realise that the main barrier to the continent’s growth is neither capital nor infrastructure, but the negative perceptions surrounding it, which are held by both Africans and non-Africans alike. The world is moving past Africa’s old messages, but there are still too few mainstream alternatives. By building global consumer brands we believe Africa can change its story and economics.
MUSTARDThinking
We think companies, just like people, should embrace and tell their story. Everything we do starts with 'why?'. Everything we build is led by a narrative, and from this, a venture’s message, mission, identity and product flows. We know not everyone will share our mission or narrative-first approach; but we would rather find and journey with the few who do.