Our client Nando’s (a South African Peri-Peri chicken franchise of casual dining restaurants), tasked us to create the annual print campaign for Ramadan, the Islamic month of fasting.

We arrived at the final design by unpacking 3 of the core principles and teachings of Ramadan: love, patience and sacrifice. Then, using the Nando’s colour palette, and with a nod to the basic CI, we created typography inspired by images of the Muslim faith, ie. the crescent moon of the lunar calendar, the graceful lines of a mosque’s dome, and the universal symbol of love and compassion, the heart. Into these we wove in Arabic calligraphy and Latin letters to create the words love, patience and sacrifice in 2 languages.

The outcome, a series of print executions wishing everyone ‘Ramadan Mubarak,’ In addition the the weekly newspaper's readership, our adverts reached a digital audience of 67,500 and received 59 tweets - during the month of August 2011.