NANDO'S KIDS FONT by Black River F.C. Johannesburg for Nando's

Adsarchive » Design & Branding » Nando's » NANDO'S KIDS FONT

NANDO'S KIDS FONT

Pin to Collection
Add a note
Industry Restaurants, Pubs & Bars
Media Design & Branding
Market South Africa
Agency Black River F.C. Johannesburg
Executive Creative Director Ahmed Tilly
Art Director Meryke Naudé
Copywriter Lufuno Mavhungu
Designer Jono Garrett
Released October 2009

Credits & Description

Category: Typography
Advertiser: NANDO'S
Product/Service: KID'S MEALS
Agency: BLACK RIVER F.C.
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: BLACK RIVER F.C., Johannesburg, SOUTH AFRICA
Executive Creative Director: Ahmed Tilly (Black River F.C.)
Art Director: Meryke Naude (Black River F.C.)
Copywriter: Lufuno Mavhungu (Black River F.C.)
Designer: Jono Garrett (Black River F.C.)
Account Manager: Maxine Merckel (Black River F.C.)
Media placement: Menu - Nando's Restaurants - 01 April 2010
Media placement: Loyalty Card - Nando's Restaurants - 01 April 2010
Media placement: Badges - Nando's Restaurants - 01 April 2010
Media placement: Necklace - Nando's Restaurants - 01 April 2010
Media placement: Watch - Nando's Restaurants - 01 April 2010
Media placement: Bib/Napkin - Nando's Restaurants - 01 April 2010
Media placement: Plate - Nando's Restaurants - 01 April 2010
Media placement: Join The Dots Placemat - Nando's Restaurants - 01 April 2010
Media placement: Party Crowns - Nando's Restaurants - 01 April 2010
Media placement: Balloons - Nando's Restaurants - 01 April 2010

Describe the challenges and key objectives
The first obstacle to overcome is the restaurant itself - Nando's is a chain of internationally renowned Peri-Peri Chicken restaurants. and the fiery taste doesn't go down to well with the little ones. This aversion to Nando's by kids was a major reason for the low numbers of family visits. Our solution was therefore to appeal to kids - Nando's does have an extensive children's menu - it's just that the kids didn't know about it.

Describe the brief from the client
Nando's restaurants in the Middle East, wanted to increase their appeal to families. (More bellies means more people enjoying their delicious chicken).

Describe how you arrived at the final design
Our approach was to create an identity that approaches young diners at Nando’s like little grown-ups. Because kids never act their age. They always want to be older. So, we created a kids version of the Nando’s typeface (please refer to attached DVD) by visiting a local primary school and having the kids colour in the Nando's proprietary typeface for us. This was applied to loads of interactive goodies (including the menus) for kids could enjoy while waiting for their food.

Give some indication of how successful the outcome was in the market
It's a font - so far all applications of it have been succesfully applied to all printed material. In terms of the actual communication - it has only been in place this month so no results are available as yet.