Faculty of Design

Industrial Design

Esteban Poblano-Zenil

EP X ABA: Designing With Respect

How can a traditional African board game be reimagined through contemporary design practices, while preserving its cultural significance and building a cohesive brand identity for a global audience?

“Project Value Proposition / Description:ABA is a modern reinterpretation of a traditional African board game, developed through a collaboration between Canadian design firm Swave Studios and Ghanaian-Canadian startup Mesfnplay. The project aims to honor the cultural roots of the original game while introducing refined, contemporary design elements that make it accessible and appealing to new generations. Beyond product design, the initiative also focused on creating a cohesive brand experience. Initially brought on to design social media materials, my role expanded into leading the brand’s full redesign, from visual identity development to designing the product’s instruction manual, ensuring that every point reflected both the heritage and the modern aspirations of ABA.Insight, Idea, Impact: While many modern adaptations of traditional games dilute their cultural depth, ABA takes a careful balance between authenticity and innovation. The project is not simply a redesign; it’s a celebration of Ghanaian heritage presented through a modern lens. By integrating clean visual aesthetics with storytelling and cultural respect, ABA builds an emotional bridge between past and present. This approach extends beyond the product itself into its branding and communication, offering a unified experience that honors tradition while inviting a global, contemporary audience to engage meaningfully with it.”