ase!

Merch design of a re-imagined campaign

for Ibeyi’s Spell 31 album.

On giving back their spiritual healing energy.

The design of the merch was inspired by Lisa-Kaindé’s words in her journal: “Ibeyi [...] is a place we want to reflect you [...] mirror your beauty, your strength, your emotions, and power, and reflect you like the sea does. May we mirror the songs like Sangoma.”

The book serves as an intimate journal for the audience to document their healing journey. The content itself is similar to a conversation, between Ibeyi and their fans. On top of the prompts some lyrics are written, to serve as spells (referencing The Book of The Dead) for the fans to go back to, when they feel down, or are in need of healing. The last page of the book, is a mirror spread with the Spell 31 written on right side. This is meant for the audience to read out loud and look at themselves in the mirror, as a way to empower themselves at the end of their healing journey.

The front cover represents two half moon mirroring each other. The top one symbolises Naomi (red) and Lisa (blue), and the bottom one represents the fans. Both moons are reflecting each other and joined by a golden teardrop - which when looked from afar looks like an eye. The bottom of the book are the hands of Naomi (red) and Lisa (blue) supporting and guiding us during our healing journey. The back cover is a full moon, which symbolises our deepest emotions and feelings, that are being held by the hands of Naomi and Lisa.

Ibeyi logo created by Caroline Japal