CREATING A WHOLESOMELY DIVINE BRAND FOR A CATERING AND EVENTS START-UP.

Edamame is an owner run start-up catering business operating in Johannesburg that caters for small to medium sized events. Their style of cooking (in line with their business’ pay-off line) WHOLESOMELY DIVINE – is hearty and delicious Afrocentric soul food that is stylishly presented.

The Challenge

Create a fresh, vibrant and creative brand that stands out and conveys Edamame's ‘wholesomely divine’ proposition – but also presents the business also as a contemporary and modern offering. We needed to find a way to integrate the ‘soul food’ thought with a look that also conveyed the Afrocentric elegance and modernity of the brand offering.