Terms of Reference (ToR)

The Development of a Brand for a New Product (Handbag)

Introduction and Sector Context

1.1. “Made in Rwanda” Momentum and the Fashion Sector Transition

Rwanda’s manufacturing sector has undergone a significant transformation under the “Made in Rwanda” (MiR) policy, aimed at reducing trade deficits, promoting value addition, and fostering national industrial pride. Within this transformation, the fashion and textile industry has emerged as a strategic sector combining manufacturing, creativity, employment, and cultural representation.

What initially started as import substitution has evolved into a demand for locally owned brands that can compete on quality, storytelling, and ethical production standards. Fashion products are increasingly expected to communicate identity, craftsmanship, and sustainability — not only price competitiveness.

1.2. Abahizi CBC

Abahizi CBC has a distinctive position in Rwanda’s fashion industry. For over ten years, the company has operated as a Cut, Make, Trim (CMT) manufacturer of handbags for leading international brands; complying with stringent global quality, delivery, and compliance standards.

It is at this time that Abahizi is expanding its strategy to develop and produce high quality handbags for the local and regional markets. The CMT setup will remain a core and ongoing business strategy for Abahizi, however the company intends to leverage the established production experiences that include; skilled employees, and credibility in international manufacturing standards to produce a product that will be available in Rwanda and on the African Continent.

Through this initiative, Abahizi CBC aims to complement its global manufacturing positioning with a local brand ownership by developing handbags and accessories that are locally designed, ethically produced, and positioned for distribution within Rwanda, the region, and the African continent, contributing to the broader “Made in Africa” agenda.

2. Objective of the Assignment

The primary objective of this assignment is to engage a Communication and Branding Expert or Firm to:

1. Develop a comprehensive Brand Identity and,
2. Develop a go to Market Strategy for Abahizi CBC’s Made in Rwanda handbags and accessories products.
3. Provide creative input and technical expertise in visual storytelling capabilities for Abahizi CBC

The assignment aims to translate preliminary product ideas and proposed brand names into a clear, professional, and a market-ready brand that ia:

• Easy to understand and usable by non-media specialists,
• Supports long-term brand consistency,
• Positions the brand competitively in both local and regional fashion markets.

3. Scope of Work: Media Concept Framework

The Media Concept shall define how the brand communicates visually and verbally, and how these elements are applied consistently across products, packaging, and communications channels.

Phase I: Brand Identity Refinement

The consultant or consulting firm will support Abahizi CBC to clarify the foundation of the brand through:

• Brand Naming Review and Validation
  Review existing proposed brand names to assess cultural relevance, clarity, ease of pronunciation, uniqueness, and suitability for local and regional markets.
• Brand Positioning Definition
  Clarify the intended market positioning (e.g. premium, accessible luxury), target customer profile, and brand personality in a way that guides design, pricing, and communication decisions.
• Visual Identity System
  Development of:
  • Primary and secondary logos
  • A brand mark or monogram suitable for hardware, embossing, and labels
  • A defined color palette and typography system that reflects product quality and brand ambition

Phase II: Media Concept Development

The consultant or consulting firm will develop a practical and easy-to-apply media concept that includes:

• Brand Story and Narrative
  A coherent story explaining the brand’s origin, values, manufacturing expertise, and social impact; expressed in a language suitable for customers and partners.
• Visual Direction Guidelines
  Clear guidance on photography and visual presentation (style, lighting, models, settings) to ensure consistency in future lookbooks, campaigns, and online content.
• Packaging and Product Presentation
  Concepts and guidelines for packaging elements such as dust bags, labels, boxes, and tags, focusing on customer experience and perceived value.
• Digital Communication Guidelines
  Guidance on tone of voice, visual consistency, and storytelling for digital platforms such as websites and social media; without prescribing specific content outputs.

4. Tasks and Deliverables

Key Tasks

The consultant will be responsible for:

• Conducting a structured brand understanding exercise with Abahizi CBC
• Reviewing and refining brand naming and positioning options
• Designing a complete visual identity system
• Developing a practical media concept applicable across physical and digital platforms
• Proposing a structured approach for initial brand communication and launch

Deliverables

1. Brand Audit and Naming Recommendation Report
2. Comprehensive Brand Book (logos, colors, typography, usage rules)
3. Creative Asset Package (digital and print-ready templates)

• Intellectual Property, Confidentiality, and Data Protection

• All information developed for Abahizi CBC shall be strictly confidential.
• The consultant or consulting firm shall not disclose or share any information, concepts, or materials with third parties without prior written approval from Abahizi CBC.
• All materials produced under this assignment, whether draft or final, shall remain the exclusive property of Abahizi CBC.
• No content developed under this assignment may be reused or adapted without explicit authorization.

Required Qualifications

The consultant or consulting firm must demonstrate:

• At least 8 years of experience in brand development and creative communication
• Proven experience in fashion, lifestyle, or consumer product branding
• Ability to translate creative concepts into clear, practical guidance
• Understanding of both the Rwandan market and international fashion standards

Mandatory Requirement:
The technical proposal must include at least three (3) previously developed media or branding products, with brief descriptions of scope and outcomes.

Proposal Submission and Assignment Timeline

Proposal Submission

Interested consultants or consulting firms are invited to submit both Technical and Financial Proposals electronically.

• Submission email address:info@abahizi.com
• Deadline for submission: 30th March 2026

Late submissions will not be considered.

Assignment Timeline

• Expected start date of the assignment: 13nd April, 2026
• Duration of the assignment: Fifteen (15) calendar days from the date of contract signing.