We defined three creative principles to guide us through the identity design process:

1. Tell the southern African story

2. Celebrate creative collisions

3. Simplify and refine assets

Each element was subjected to 1, 2 or all 3 of the above principles. 'Creative collisions', found throughout the brand, play a starring role in the new look. But the biggest inspiration came from the home of Nando's - Southern Africa.

Through a collaborative process we were able to create unique new 'Afroclectic' patterns - patterns that incorporate African, Portuguese (Nando's PERi-PERi sauce is of Afro-Portuguese provenance) and Nando's design iconography. The result is a vibrant, flexible and contemporary system.

The system allows designers to zoom in and out of the patterns, to create endless geometric surfaces to build on.

Nando's is all about stories and this system is no exception. Every asset is the result of artisans, artists and makers’ stories.

Elements:

Assets were reconsidered in the context of:

1. Tell the southern African story

2. Celebrate creative collisions

3. Simplify and refine assets

A key element of the new system is the flexible and versatile pattern system, offering freedom when expressing the brand, without losing the brand identity.

Touch points:

The new VI is a collection of stories, surprises and delights. See VI website for more. Every element has a reason for being, underpinned by its roots (southern Africa).

Materials:

Also born in the 80’s, the Memphis design movement inspired the patterns and laid the foundation for a fun, colourful and bold pattern design system.

Design development:

Developed over a 6-month period. A Design Council comprising graphic designers, restaurant designers and a semiotician was convened to guide the development.

Scale:

This is a global brand identity system. The VI launched in 10 markets over two months.

Brand value:

The new system has connected the brand around the world, revitalising the business from the inside out. The system has successfully enabled 2nd and 3rd tier design partners to express the brand confidently.

Customer value:

The new look now seamlessly integrates with the restaurant interiors, resulting in a cohesive brand experience, improving customer confidence.

Cultural impact:

The new VI has revitalised the entire business. It comes at a very ambitious time for the brand with expansion into three new markets.

Sales: The UK market experienced its highest turnover in history during the launch month (December). Customers and staff have warmly embraced the new look and are celebrating the stories underpinning the differentiated, fresh style.

Achievements:

Our client loves the versatility and uniqueness of the new system. The only thing in the world that could make them happier would be a Cannes Lion!