Belief
We believe that Africa’s future image will be largely shaped by the brands it is able to produce, and their ability to attract and move global audiences.
We're working with like-minded founders to build perception-shifting ventures and brands.
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 alternatives in the mainstream to point towards. We think this is an African problem.
#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, narrative-first approach, or Africa focus; but we would rather find and journey with the few who do.