Repacked: DHL and Paulo Amaral Blend Art, Innovation and Sustainability in Superbrands Angola 2024

In the 2024 edition of Superbrands Angola, DHL partnered with celebrated Angolan visual artist Paulo Amaral to create a visually compelling cover artwork titled Repacked. This unique collaboration explores DHL’s brand identity through the lenses of excellence, sustainability, digitalization, and globalization, bridging artistic creativity with strategic communication.

The Artist: Paulo Amaral

Known for his hybrid approach that combines painting, collage, and digital art, Paulo Amaral has participated in over 41 solo and group exhibitions. His practice frequently interrogates the intersections of technological advancement, sustainability, and human narratives. Amaral’s signature use of recycled materials reinforces a conscious and progressive creative ethos.

The Concept Behind Repacked

Repacked reimagines the symbolic journey of a DHL package as a metaphor for global movement and innovation. The artwork features packaging labels, security seals, and the iconic DHL yellow, transforming logistics into layered visual storytelling. It reflects not only functionality but also purpose-driven evolution.

Symbolism in the Artwork

• “Passaporte para o Sucesso” (Passport to Success) – Illustrates DHL’s focus on lifelong learning and employee empowerment.
• Uniform Elements & Security Labels – Emphasize reliability and operational excellence.
• Recycled Materials & “100% Recyclable” Stamp – Highlight sustainability and DHL’s ecological initiatives.
• Geometric Patterns & Collage Techniques – Represent the global connectivity of logistics, art, and technology.

Bridging Tradition and Digitalization

One of the most compelling elements of Repacked is its fusion of analogue and digital methods. Amaral’s approach mirrors DHL’s digital transformation, translating legacy into future-forward aesthetics. The artwork showcases how visual language can articulate a brand’s vision while honoring cultural and material histories.

A Statement of Purpose

Through this collaboration, DHL reaffirms its commitment to environmental awareness, creative innovation, and cultural engagement. Amaral’s contribution to Superbrands Angola 2024 is more than cover art—it is a strategic artistic intervention that expands the possibilities of corporate visual identity in Africa.

Repacked aligns with Afrikanizm Art’s mission to amplify contemporary African artists whose work transcends traditional boundaries and communicates at the intersection of commerce, culture, and sustainability.

Explore More

• Discover more about Paulo Amaral and other featured African artists
• Watch the creative process video on YouTube

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