Seven Brands is currently working with Tito Alai, ex-COO of Zain, on the creation of his new brand, Mimi Africa. Mimi Africa is a new retail brand bringing together contemporary, cutting edge sporting goods and electronics. The Mimi Africa brand is designed around the idea of Contemporary African Lifestyle. A contemporary logo is used in a variety of ways. On its own it evokes modern, world class brands. Used in a repeat geometric pattern it echoes traditional tribal motifs such as the of the Masai or Ashanti.