Our goal for the brand was to capture the distinct role that Tika plays as the legal piece of the puzzle in the sexual harm space. In a sector largely focussed on trauma response and reactive support, Tika offers something refreshingly different: a hopeful, action-focused and community-driven path to justice. The brand needed to feel bold and courageous, but equally warm and compassionate, holding space for the weight and sensitivity of the topic while signalling a new stance of steadfast confidence.

The Tika identity is built from a bold, universal symbol: the exclamation mark. Paired with its reflected counterpart, it forms a strong emblem of both individual and collective action. Rotated, the mark suggests a person; repeated, these human-like forms become a pattern that conveys unity and momentum — a visual expression of the movement Tika is building. Each mark is drawn from a different typeface, reinforcing the idea of individuals from all walks of life coming together.

This system creates a framework for representing people taking action — not alone, but side by side.

The colour palette supports this with a mix of earthy hues drawn from nature and vibrant tones inspired by 1970s feminist artists. Together, these colours express warmth, strength, and an inclusive spirit that reflects Tika’s commitment to everyone affected by sexual harm.

Tika is a catalyst for change, both personally for every survivor who comes forward, and systemically, for the way justice is pursued and accountability is delivered. We wanted to create a brand that reflects this through a sense of calm authority, shifting the story from shame and isolation to one of justice, strength, community and hope.

Product launching August 2025.

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