A Brand Identity for Shawam.com (Urban, Afrocentric food brand)
Shawama.com is an online food brand inspired by the vibrant culture of street food, offering a bold and energetic take on a familiar favorite. The brand is rooted in African culture and urban lifestyle, targeting customers who value flavor, speed, and authenticity.
The objective of this project was to create a distinct brand identity that feels modern, memorable, and culturally expressive while remaining professional and scalable across digital and physical touchpoints.
Project Type
Date
Brand Identity
August 2025
Brand Challenge
The key challenge was balancing two important qualities:
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Vibrancy and fun, inspired by street food culture
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Trust and professionalism, required for a growing online brand
The identity needed to feel energetic and youthful without becoming chaotic or informal.
Brand Personality & Direction
Shawama’s brand personality was defined as:
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Urban
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Afrocentric
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Fun and reliable
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Trustworthy
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Bold and quality-focused
These traits guided the visual language, ensuring the brand feels confident, expressive, and rooted in culture.
Pattern and Expression
A custom pattern was developed using shawarma-themed doodles and traditional African line motifs. This pattern helps Africanize the brand visually, adding cultural depth and creating a recognizable visual asset that can be used across packaging, merchandise, and interiors.
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