DJOM, founded by Djamila Coração in Portugal, blends Angolan traditions with modern design to create candles, ceramics and handcrafted objects. Developed by après- Creative Studio, the brand translates cultural heritage into sensory wellbeing, earning international recognition with a Gold Award for packaging at the International Design Awards.
In the world of design and branding, few projects manage to balance cultural authenticity with contemporary sophistication as seamlessly as DJOM. Conceived in Portugal but deeply rooted in Angolan traditions, DJOM is more than a candle and ceramics brand; it is a sensory-driven lifestyle proposition that seeks to reconnect people with their emotions through touch, scent and visual perception. Founded by Djamila Coração, DJOM embodies a philosophy of awakening the senses, positioning itself not merely as a producer of objects but as a guide to emotional connection and wellbeing.
The brand’s development was entrusted to après- Creative Studio, which undertook the complete creative journey — from strategy and positioning to naming, visual identity, packaging and direction. At the heart of this collaboration lay a central idea: sensory awakening. DJOM’s products are designed to stimulate multiple senses simultaneously, creating a holistic experience that transcends functionality. Each candle, ceramic piece or handcrafted object is conceived not just as a product, but as a vessel of cultural storytelling and emotional resonance.
The launch collection reflects this ethos with remarkable clarity. Structured around core emotions, each product carries a name in Kimbundu, one of Angola’s most widely spoken languages. This decision was not a superficial nod to heritage but a deliberate embedding of cultural authenticity into the brand system. By naming products in Kimbundu, DJOM introduces a deeper narrative layer, inviting consumers to engage with the brand on both sensory and cultural levels. It is a subtle yet powerful gesture that elevates the brand beyond aesthetics, positioning it as a bridge between tradition and modernity.
Visually, DJOM’s identity is a study in balance. Après- Creative Studio crafted a system that marries contemporary minimalism with understated references to African heritage. The typographic choices convey sophistication and clarity, while leaving room for emotional depth to permeate the brand’s expression. A restrained colour palette reinforces this positioning, ensuring that the brand feels refined yet grounded. Layouts are carefully structured to maintain proportion and hierarchy, reflecting a commitment to clarity without sacrificing narrative richness.
Packaging, often the most immediate point of contact between consumer and brand, was treated as an extension of identity rather than a separate exercise. Material choices, tactile finishes and spatial composition were all designed to enhance the sensory dimension of DJOM’s products. Rather than relying on decorative flourishes, the packaging system prioritises balance and proportion, allowing the objects themselves to take centre stage. This approach ensures that packaging functions both as a practical container and as a continuation of the brand’s emotional storytelling.
The outcome of this meticulous process is a brand system that is both cohesive and scalable. DJOM emerges as a lifestyle proposition that integrates strategy, culture and sensory experience into a unified whole. Its success has not gone unnoticed. The project was awarded Gold in the Packaging category at the International Design Awards, a recognition that underscores the strength of its strategic and visual execution. For a brand so deeply tied to cultural heritage, this accolade affirms its ability to resonate on a global stage.
Yet DJOM’s significance lies not only in its design excellence but in its cultural positioning. In an era where consumers increasingly seek authenticity and emotional connection, DJOM offers a model of how heritage can be translated into contemporary calm. By weaving Angolan traditions into the fabric of its identity, the brand challenges the notion that cultural references must be overt or ornamental. Instead, it demonstrates that authenticity can be embedded subtly, through language, materiality and sensory cues.
This approach reflects a broader shift in branding, where the emphasis is moving away from surface-level storytelling towards deeper, more integrated narratives. DJOM exemplifies this trend by refusing to separate product from experience, or heritage from modernity. Its candles and ceramics are not simply objects to be consumed; they are touchpoints in a larger journey of emotional reconnection.
For Djamila Coração, DJOM is both personal and universal. Rooted in her Angolan heritage yet conceived in Portugal, the brand embodies the duality of cultural identity in a globalised world. It speaks to the possibility of creating products that are simultaneously local and international, traditional and contemporary. In doing so, DJOM positions itself as a brand that is not only aesthetically compelling but also culturally resonant.
The recognition at the International Design Awards marks an important milestone, but it is unlikely to be the brand’s final accolade. As DJOM continues to grow, its commitment to sensory wellbeing and cultural authenticity will remain its defining strengths. In a crowded marketplace, these qualities set it apart, offering consumers not just candles or ceramics, but a pathway to emotional connection.
Ultimately, DJOM is a reminder that branding, at its best, is not about logos or packaging alone. It is about creating systems of meaning that resonate across cultures and senses. By translating Angolan heritage into contemporary calm, DJOM has achieved precisely that — a brand that feels both timeless and timely, rooted and refined, sensory and strategic. Its story is one of heritage reimagined, and of design elevated to the level of emotional experience.
Discover more from Creative Brands
Subscribe to get the latest posts sent to your email.
