ICU NATURAL HEALING TOOLKIT by Black River F.C. Johannesburg for Nando's

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ICU NATURAL HEALING TOOLKIT

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Industry Restaurants, Pubs & Bars
Media Design & Branding
Market South Africa
Agency Black River F.C. Johannesburg
Executive Creative Director Ahmed Tilly
Creative Director Suhana Gordhan
Copywriter Janita Lawerence
Designer Jono Garrett
Print Production Manager Laura Broccardo Schutte
Released October 2011

Credits & Description

Category: Publications & Business Communications
Advertiser: NANDO'S SOUTH AFRICA
Product/Service: IN-HOUSE STAFF TRAINING & MOTIVATION
Agency: BLACK RIVER FC
Executive Creative Director: Ahmed Tilly (Black River FC)
Creative Director: Suhana Gordhan (Black River FC)
Art Director/Designer: Marli Heunis (Black River FC)
Copywriter: Janita Lawerence (Black River FC)
Designer: Jono Garrett (Black River FC)
Account Manager: Charlotte Pettifer (Black River FC)
Strategy: Gia Callinicos (Black River FC)
Print Production Manager: Laura Broccardo Schutte (Black River FC)
DTP: Claus Hoffmann (Black River FC)
Media placement: Fabric Covered Corporate Manual - Direct To Stores & Store Managers - 16 January 2012

Describe the brief from the client
Our client, Nando’s, an international Peri-Peri chicken brand originating in South Africa, compiled a tool kit containing all the information needed by a restaurant manager to wrestle an ailing restaurant outlet back to health.

Describe the challenges and key objectives
Our job was to give the kit an interesting name; as well as to use attractive design to make the resuscitation process uncomplicated and less forbidding.
We chose to focus our design around the concept of ‘Natural Healing’.
Since Nando’s is famous for its Peri-Peri flavour, we used the African Bird’s Eye Chili Bush as a simple metaphor throughout the kit – demonstrating the symbolic parallels between the resurrection of a Nando’s franchise and the growth of a bird’s eye bush.

Describe how you arrived at the final design
For ease of reference, all the chapters of the Natural Healing ICU kit are colour-coded; and the information itself is presented in a clear, hierarchical format. The physical size of the book is intended to fit amongst the hustle and bustle of a restaurant's back-office without getting lost under piles of paperwork.

The African Bird’s Eye Chilli Bush itself is a visually powerful way to present the solutions while still keeping the Nando’s look and feel.

Give some indication of how successful the outcome was in the market
Feedback from Marcelle Moolman, Nando's Regional Brand Manager KZN Province:

"A great toolkit to assist in the growing of our business. It makes it a lot easier to understand the marketing of our business and to grow it in positive direction with regards to customer count and sales. The store managers love the look and feel - especially the blank documents and note sheets".