Okapi Knives - Downtown Creative Agency

Project Type

Brand Identity / Packaging /
Photography / Tone of Voice

Client

Okapi

Sharp by design.
Crafted with meaning.

EST. 1902 - MADE IN AFRICA

01. The Challenge

Okapi is one of South Africa’s most iconic utility knife brands, with over 90 years of heritage and a cult following that stretches from rural traders to collectors and subcultures across the globe. But the brand’s identity had never caught up with its reputation. Despite the product’s rugged craftsmanship and cultural relevance, the visual language felt outdated and generic, stuck in the past while its audience had moved forward. The challenge was to honour the brand’s legacy while carving out a future it could own.

02. The Solve

We rebuilt Okapi from the inside out. Inspired by its roots in South African craft, folklore and everyday use, we developed a brand identity that felt grounded, iconic and unmistakably local. The new wordmark is confident and crafted, with a nod to utility and tradition. Tactile packaging materials and bold visual hierarchy elevate the product without losing its edge. Photography was key, raw, real and rich in narrative, shot in natural outdoor environments that echo the product’s purpose. From brand story to back-of-pack tone, every detail was considered to feel lived-in and loved.

03. The Result

Okapi moved from being a background product to a cultural artefact. The new identity gave it a clear voice, a confident shelf presence, and a design system built to scale. It now stands proudly as a South African original, collectable, recognisable and rooted in meaning. A legacy product, reintroduced to a modern world with its edge intact.

Est. 1902
Made In Africa

Okapi has a rich local history dating back over 100 years to Solingen, Germany, otherwise known as
the “City of Blades.” Since then it has long been renowned for the manufacturing of fine swords,
knives and cutlery. In the late eighties, Okapi South Africa purchased the trademark and tooling
and began manufacturing the knives in South Africa. Over the last century, these knives have
become famous, with even the likes of Keith Richards of e Rolling Stones having been known to
carry the 907E Okapi Lock-Knife with him for years. In 2019, Lasher Tools acquired Okapi and
continues to manufacture the knives in South Africa.