Nando's Design & Branding NANDO'S RAMADAAN 2011 by Black River F.C. Johannesburg

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NANDO'S RAMADAAN 2011

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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
Copywriter Dave Topham
Designer Marli Heunis
Released October 2011

Credits & Description

Category: Advertising Typography
Advertiser: NANDO'S SOUTH AFRICA
Product/Service: NANDO'S PERI-PERI FLAME GRILLED CHICKEN
Agency: BLACK RIVER FC
Executive Creative Director: Ahmed Tilly (Black River FC)
Creative Director: (Black River FC)
Designer: Marli Heunis (Black River FC)
Copywriter: Dave Topham (Black River FC)
Account Manager: Charlotte Pettifer (Black River FC)
Strategy: Gia Callinicos (Black River FC)
Print Production: Laura Broccardo Schutte (Black River FC)
DTP: Claus Hoffmann (Black River Fc)
Media placement: Full Page Print Advert 'Sacrifice' - Sunday Times National Newspaper - 24 July '11 - For Just One Day
Media placement: Full Page Print Advert 'Patience' - Sunday Times National Newspaper - 31 July '11 - For Just One Day
Media placement: Full Page Print Advert 'Love' - Sunday Times National Newspaper - 07 Aug '11 - For Just One Day

Describe the brief from the client
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.

Describe the challenges and key objectives
This year, we wanted to break away from the typical Nando’s corporate identity of dual colours, wavy borders and a ‘dancing’ typeface.

Describe how you arrived at the final design
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.

Give some indication of how successful the outcome was in the market
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.