Repacking Excellence Through Art

In the 2024 edition of Superbrands Angola, DHL has joined forces with renowned visual artist Paulo Amaral to create a striking cover that encapsulates the brand’s core values of excellence, sustainability, digitalization, and globalization. The artwork, titled Repacked, is a powerful visual statement that fuses tradition with modernity, reflecting DHL’s commitment to innovation while staying rooted in its global mission.

The Artist: Paulo Amaral

Paulo Amaral is a distinguished artist known for his versatility and his ability to merge painting, collage, and digital techniques into a cohesive artistic language. With over 41 individual and collective exhibitions, his work consistently explores the themes of sustainability, technological evolution, and human connection. His signature approach involves the use of recycled materials, reinforcing his deep commitment to ecological consciousness and innovation.

The Concept Behind Repacked

At its core, Repacked is a reimagination of DHL’s role in shaping the future of logistics and commerce. By integrating recognizable elements such as packaging labels, security stamps, and the symbolic DHL yellow, Amaral transforms these everyday objects into a thought-provoking piece of art. The cover reflects not just the physical journey of a package but also the brand’s ongoing evolution in the digital and sustainable age.

Symbolism in the Artwork

• “Passaporte para o Sucesso” (Passport to Success) – Represents DHL’s commitment to employee development and continuous learning.

• Uniform Elements & Security Labels – Symbolize the company’s dedication to reliability and service excellence.

• Recycled Materials & “100% Recyclable” Stamp – Reinforce DHL’s focus on sustainability and eco-friendly initiatives.

• Geometric Patterns & Collage Technique – Express the interconnectedness of global logistics, technology, and innovation.

Bridging Tradition and Digitalization

One of the most remarkable aspects of Repacked is its seamless blend of tradition and digitalization. Just as DHL is at the forefront of digital transformation, Amaral’s artistic process mirrors this evolution by combining physical materials with digital reinterpretations. This duality highlights how art and logistics—two seemingly different worlds—can come together to create a vision for a more connected and sustainable future.

A Statement of Purpose

By choosing Paulo Amaral for this year’s Superbrands cover, DHL reaffirms its commitment to excellence, environmental responsibility, and continuous innovation. The artwork serves as an inspiration, encouraging brands to embrace reflection and transformation while maintaining a strong and impactful global presence.

As Afrikanizm Art continues to celebrate artistic collaborations that transcend traditional boundaries, Repacked stands as a testament to the power of visual storytelling in corporate identity and cultural legacy.