NB Studio creates “conversational” branding for African food delivery start-up

NB Studio has rebranded London-based African food delivery service Afriigo, renaming it as Jambo!

The start-up is London’s first food delivery brand focused solely on African food, working with restaurants in the capital that serve cuisines such as Ethiopian and Nigerian. Its website also includes additional features such as guest blogs, recipes and food maps.

The start-up’s key aim is to “raise the profile of African food” in London, says NB Studio, and the consultancy was commissioned to rename it, and develop a new visual identity and tone of voice.

NB Studio held a one-day creative workshop, which helped the design team to define the new name and what the food delivery service would look like.

The new name, “Jambo!”, translates as “Hello!” in African language Swahili, and nods to the company’s brand proposition: “Say hello to African food”.

Jambo!’s new identity aims to “capture the spirit of Africa” while also “avoiding clichés”, says NB Studio.

The “energetic” and “conversational” new look, adds the consultancy, features a logotype that resembles a speech bubble.

Separat has been used as the main typeface, and the identity incorporates a simple colour palette of orange, white and black.