London’s first African food delivery service, originally named Afriigo, has been launched by NB Studio as Jambo!
In order to capture a structure that would resonate with London culture, Afriigo approached NB Studio to develop the service's name, visual identity and tone of voice. The agency implemented its ‘Creative Courage Day’ – an interactive workshop in which the agency and founders worked together on the concept – which helped define the name and aesthetics of a desirable food delivery service of African cuisine.
According to Sam Pittman, lead designer on the brief, having the founder present as a large team focused on one project created a productive and exciting environment for an initial concept. He comments: “The idea was about celebrating culture, so our challenge was to capture the spirit of Africa in a fresh and accessible way.
“The outcome was an energetic and conversational brand that encourages people of all ethnicities and demographics to ‘Say hello to African food’.”
Julian Owusu, co-founder and entrepreneur at Afriigo, said: “We just couldn’t create a brand without embracing our African culture. We wanted an identity that would celebrate the continent and make us unforgettable. It’s safe to say we’ve achieved this.”
In addition to food delivery, Jambo! incorporates guest bloggers, recipes and food maps to encourage users to explore African culture.