In the western world, we are used to beauty pageants where young women are paraded and judged on their physique and poise by a mainly male jury; however, what if the roles were reversed? This is the case with the Wodaabe people during the Guérewol festival, an annual courtship ritual in Niger.

A beauty pageant with a twist, Chad’s Gerewol is a colorful, centuries-old festival during which men put on makeup, dress up and perform a series of enigmatic dances to attract their new wives – or at the very least, score a night of passion. The identity design extends upon the tradition and encourages all visitors to put down the social stigma from our society, rekindling their desire to liberate for a brief moment of break.