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.

THE OUTCOME

By taking our inspiration from the Edamame Bean and combining it with an approachable illustration style, we were able to fuse the 'soul food' idea with a stylish Afrocentric elegance. To drive the modern offering even further we introduced African patterns, done in a contemporary way to deliver an unexpected, yet eye-catching flavour to the brand.

Terri Radcliffe