Nando's Design & Branding NANDO'S SHISA MAGAZINE by Black River F.C. Johannesburg

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Industry Restaurants, Pubs & Bars
Media Design & Branding
Market South Africa
Agency Black River F.C. Johannesburg
Creative Director Ahmed Tilly
Designer Jono Garrett, Simone Rossum
Released October 2011

Credits & Description

Category: Publications & Business Communications
Executive Creative Director: Ahmed Tilly (Black River FC)
Creative Director: Ahmed Tilly (Black River FC)
Designer: Jono Garrett (Black River FC)
Designer: Simone Rossum (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)
Editor/Writer: Julia Rutherford (Freelance)
Media placement: In House Magazine - Delivered By Hand To Headoffice Staff - 21 October 2011

Describe the brief from the client
Nando’s, a South African Peri-Peri chicken brand, briefed us to create a quarterly internal staff magazine.

The Client's concern was that internal magazines are stereotypically mundane publications that are discarded before they are consumed.

Describe the challenges and key objectives
Our challenge therefore was to create a magazine that staff would look forward to receiving. Not only did it need to encapsulate the brand’s quirky personality, but also centre its content around the core brand values – passion, integrity, courage, family and pride.
We called the magazine ‘Shisa’, the Zulu word for ‘hot’ - a perfect fit for a magazine containing the hottest news about a restaurant famous for flames and Peri-Peri.

Describe how you arrived at the final design
An early Nando’s employee, Edward Moraba inspired the look and feel of Shisa's first issue as well as its lead story. Affectionately known as the King of the Grill, Edward has trained Nando’s grillers for many years.

We expanded on the 'King' theme, by depicting Edward as a King in a deck of playing cards. His griller’s apron is his royal uniform; and his basting brush is his sword.

The first issue of SHISA was hand delivered to Nando's staff packaged inside a folded griller’s apron and a branded SHISA box.

Give some indication of how successful the outcome was in the market
From the Nando's South Africa Head Office: "Shisa has been applauded by the system, and welcomed by our Nandocas. They absolutely love it, and feel inspired by the magazine, which was one of our initial objectives for this publication. The content was very relevant to the Nandocas and they feel that this magazine is certainly tailor-made with their interests at heart! We hope that the next edition launching at the end of Feb 2012, and every edition thereafter is as amazingly received".