In 2017, Jozi had the idea of gifting a friend with a Black doll, only to realize the difficulty of finding representational toys in the industry.

Aneesa Store is the first e-commerce for Black dolls in Latin America—an innovative and exciting company dedicated to selling high-quality Black dolls. Founded with the mission to promote diversity and inclusion in the world of toys, Aneesa strives to represent the rich ethnic and cultural diversity of society by offering a wide range of dolls that reflect different skin tones, hairstyles, and facial features. The brand gained significant visibility after appearing on Shark Tank Brazil, where Camila Farani’s endorsement helped Aneesa become more widely recognized across the country. With its growth, the brand needed greater versatility and a more impactful identity. Aneesa needed a face, a voice, and a full identity to truly come alive.

The project’s concept closely relates to childhood, notebooks, and journals. So, we envisioned Aneesa as a fun sticker character, with a variety of expressive emotions, accessory stickers, and vibrant, cheerful colors to engage kids and pre-teens. We also wanted her to “speak” at times, which led us to choose a handwritten-style font that feels as though Aneesa herself is expressing thoughts directly to her audience.

As a children’s brand that addresses various themes, Aneesa needed to be highly versatile to communicate culture, heritage, and empowerment in a way that captivates and resonates with parents while remaining playful and engaging for kids.