Joy Richu is a seasoned, award-winning illustrator and designer known for bridging people and brands through visually compelling storytelling. With a client list that includes Coca-Cola, Porsche, Mastercard, and The New York Times, Joy has solidified her place on the global stage through creativity rooted in African identity and perspective.
In January 2024, Coca-Cola unveiled Wozzaah, a new African-inspired beverage, and the artwork on the can was designed by none other than Joy Richu — making her the first African female illustrator to ever design artwork for a Coca-Cola drink. It was a moment of history, representation, and triumph for women in African design.
The Roots of a Storyteller
When Joy was asked by Just4WomenAfrica how her storytelling journey began, she took us back to her childhood in Kenya. “I started telling stories at a young age. My mum published children’s magazines, and to promote them, we held storytelling events in schools and on radio,” she said. That early exposure became her training ground.
“Since then,” she explained, “I’ve found creative ways to tell stories — and now I do that through illustration.”
Challenges Along the Way
When discussing her journey in building her personal brand, Joy shared a reality many African creatives face: a lack of understanding and validation.
“For a long time, there has been an emphasis on titles on the continent. People didn’t understand why I sat behind my computer all day,” she said. Yet, rather than being discouraged, Joy chose to see these moments as opportunities to grow.
Power Tools: Her Favourite Design Software
Joy spoke passionately about her design tools. Her go-to software is Adobe Photoshop, praising its range and capabilities. “Illustrator is great for vector files,” she noted, “but Photoshop has the scope that no other software can match.”
According to Adobe’s 2023 global design report, over 90% of professional designers use Adobe software, with Photoshop remaining the most utilized.
Inspiration from the Continent
Despite working with major international brands, Joy remains grounded in her African identity. When asked how she stays creatively inspired, she said, “The beautiful thing about being on the African continent is that there is so much inspiration around you — from the music to the environment. Staying connected to these keeps me going.”
However, she admits that creative blocks happen, especially under pressure. “Sometimes, being asked to deliver quickly can create a block. Thinking things through helps ease that pressure,” she shared.
Staying Authentic with African Culture
Joy emphasized the importance of authenticity in her work, especially when representing African cultures for global brands.
“Africa is diverse. I first ask if the story I’m telling is true for me. When exploring cultures different from my own, I do a lot of research, talk to people from those communities, and listen to their music or observe their clothing. The internet doesn’t always give you the full picture,” she explained.
The Coca-Cola Wozzaah Project: A Historic Moment
One of the highlights of Joy’s career came with the Coca-Cola Wozzaah project — a drink inspired by Africa.
“It was a really interesting collaboration,” she said. The project involved three major teams: Virtue (an agency in the U.S.), Four Communications (UK-based), and the Coca-Cola team in South Africa.
“We had about three virtual meetings a week over a three-month period to make the design as impactful and authentic as possible.”
Her final design, launched in January 2024, marks a milestone — the first African female to design a Coca-Cola can, now available in select markets across Africa and Europe.
Coca-Cola’s Africa strategy aligns with this historic moment. The company has committed to investing over $1 billion in Africa between 2020 and 2025, with part of that going to marketing and local partnerships.
Dream Collaborations on the Horizon
Despite her impressive resume, Joy still has dreams she’s chasing.
“I’d love to collaborate with Nike and Pringles. I have many dream projects I’m still hoping to make happen,” she said.
Advice to Aspiring African Illustrators
For illustrators hoping to break into the global design scene, Joy had heartfelt advice:
“Just keep working. There’s this false assumption that to make an impact, you need a big title or lots of followers. When I started, people didn’t find what I did glamorous. But I stuck with it.”
According to a 2023 report by Design Africa, only 28% of professional illustrators on the continent are women, and even fewer have their work recognized on global platforms. Joy’s story is a reminder that persistence pays off — and that passion speaks louder than prestige.
Final Words
Joy Richu’s story is more than a creative success — it’s a blueprint for African women daring to dream, create, and lead on the world stage. Her work not only uplifts brands but also reflects the vibrant, nuanced cultures of Africa.
As she continues to inspire the next generation of female illustrators, we at Just4WomenAfrica are proud to share her journey — a powerful reminder that African women are shaping the world through art, one design at a time.
