The Kafue National Park is the largest national park in Zambia. It has remained mostly untouched by development allowing its wildlife to prosper. As one of the few owner-run operations in the country,  Jeffery & McKeith can offer a personal safari experience for their clients. I have known Phil Jeffery since we were children, and his passion for wildlife is infectious. Their collective expertise and experience have spread into conservation and film, with Musekese Conservation and Reel Nature.

The brand's focal point is the new ampersand representing the ubiquitous Sable antelope. It was the perfect animal upon which to craft the ampersand, with their beautifully curved horns and distinct facial pattern. Jeffery & McKeith operate two campsites: Musekese and Ntemwa-Busanga that needed branding. Both use the same script in their logos, combined with separate imagery. The Camel-foot tree's distinct leaves represent Musekese. The striking facial markings of a cheetah represent Ntemwa-Busanga.