Vision

How do we create an authentic, contemporary African skin care brand that emotionally connects?

Visionary founder, Magatte Wade, sought to leverage her rich heritage rooted in the cities of Dakar, Paris and San Francisco, to put profits to work for the Senegalese people. Realizing no contemporary and authentic global African brand existed, she partnered with Upstream to create a skin care brand in this white space. The result is Tiossano. While most skin care brands appeal on a functional level, Tiossano’s femme architecture differentiates on an emotional level. Upstream helped define brand positioning and social media strategy, develop the brand architecture, provide style direction and design of all brand assets including; website architecture and art cards, logo, photography, product and packaging, event collateral, as well as business cards and letterhead.

“It is difficult to summarize all of the value that UPSTREAM provides because it goes far beyond the usual categories of “design,” “branding,” “creative,” etc. to a more systemic support role in the process of developing a brand across all touch points to achieve business impact.”
- CEO, Tiossano