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African patterns are diverse and embrace a range of natural textures, using fabric, woodwork, painting, sculpture, and metalwork to reflect ethnic and national identification. African patterns are visually represented to communicate and connect with an individual’s sense of self and ancestral identity. An exploration and experimentation with the rich heritage of cultural symbols in Nigerian art were incorporated into a contemporary branding design study. An international brand product was selected as the focus for developing a theme design using selected cultural patterns from southwestern Nigeria’s (Yoruba) traditional textile tradition. Evaluations of several visual aesthetic samples were collected from cohorts of design and non-design students. Perceived aesthetic impressions were assessed through Likert scale items, and the results suggest that transforming cultural symbols into contemporary products can visually appeal to local and international users. Understanding the cultural meaning and connotation of patterns of the Yoruba traditions can better inform the creation of contemporary patterns for diverse populations of fashion-conscious consumers.

Keywords: Yoruba, design, fashion, cross-cultural, branding