Foodies of South Africa

Brand Refresh

A brand refresh for an online platform which aims to revitalise the act of everyday cooking to encourage and sustain meaningful friendships and relationships by creating online localised recipe content that is accessible, innovative, and entertaining. Welcome to Foodies of South Africa!

Problem

The Foodies of SA branding fell short of representing its mission to cultivate unity within the proudly South African community through the power of food, its purpose to facilitate the relationship, and bridge the gap between local brands and their audience – shifting consumer behaviour in a way that is genuine and relevant.

Insight

There is a huge opportunity within the online recipe publishing sector to differentiate Foodies of SA in a crowded market and push the boundaries to earn attention through building an iconic South African brand.

Solution

The creation of updated brand guidelines and branding resources that feel iconically South African, inspired by the country’s culture and heritage, will help bring the vision to life and advance Foodies’ mission and purpose through creative visuals and copy.

Brand CI Summary

The core branding was slightly adjusted to feel more modern and distinctly South African. The logo was tweaked but remained mostly the same, as it was the brand’s most iconic and recognizable feature. The two biggest changes were to the colors and font. A new vibrant and bold font was introduced to modernize the brand. Previously, Foodies had only one color—its iconic yellow—but it was time to introduce secondary colors inspired by the South African flag, further advancing the idea of South Africanizing the brand and making it recognizable and familiar to its audience.

Brand Guidelines

Fresh new graphics!

While there will still be generic food and cooking illustrations, illustrations of classic South African dishes will be introduced, furthering the goal of South Africanizing the Foodies brand. The rough, doodle-like illustration style effectively complements the strong and bold font by introducing contrast and adding a playful element.

Social Templates

It was time for Foodies of SA to start posting their own organic content on their social media pages, rather than only sharing their delicious recipe videos. With that in mind, branded social media templates were created for the social team to use.

Merchandise

Merchandise was a great opportunity to bring the branding to life even more. By combining illustrations of local food with classic South African expressions, we created iconic designs that feel uniquely South African.