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Selected work Fudlore

Fudlore Rooted in culture. Made for today.

An African food brand with a modern expression.

Naming, positioning and identity for a food brand connecting everyday eating with African heritage.

Explore the project

Fudlore Abacha African salad pouch design on a yellow background — Identity on the packDesign presentation

Client: Fudlore
Sector: Food production
Wholesale & retail
Capabilities: Strategic Architecture
Argillic’s role: Naming & positioning
Identity, packaging & campaigns

The project

01Context

Familiar roots. A fresh expression.

Fudlore needed a brand for food-conscious customers who wanted to stay connected to their roots and culture.

The task was to express African food heritage in a modern, playful identity with enough maturity for its audience.

02Approach

From a name to a visual language.

We developed the name, messaging and tone of voice, then shaped an identity around shared food knowledge and tradition.

A bright palette, expressive symbol and friendly lettering gave the brand a recognisable character. Packaging explored how that character could work across products.

03Applications

A brand people can encounter.

The identity extended into packaging, campaign posters and larger display formats.

These mockups show the proposed design applications; they are not records of installed advertising.

04Delivery

One character across touchpoints.

The work brought naming, identity and applications together, with a consistent expression across packaging, apparel and exhibition presentations.

01 / Context

Familiar roots. A fresh expression.

Fudlore needed a brand for food-conscious customers who wanted to stay connected to their roots and culture.

The task was to express African food heritage in a modern, playful identity with enough maturity for its audience.

Fudlore — project applicationProject application

02 / Approach

From a name to a visual language.

We developed the name, messaging and tone of voice, then shaped an identity around shared food knowledge and tradition.

A bright palette, expressive symbol and friendly lettering gave the brand a recognisable character. Packaging explored how that character could work across products.

Fudlore — project applicationProject application

Fudlore green tapioca pack design presentation — Packaging direction — greenDesign presentation

Fudlore yellow tapioca pack design presentation — Packaging direction — yellowDesign presentation

Fudlore green product pack design presentation — A related packaging expressionDesign presentation

Fudlore Ojojo pouch design on a deep green background — A second product expressionDesign presentation

Selected brand guidelines

The rules behind the expression.

The selected pages show how the identity was defined and applied. Select a page to read it in the image viewer.

People, sun and spiral in the identity concept — Logo concept — guideline page 13Guideline excerpt

Clear space and structure — guideline page 11Guideline excerpt

Background variations — guideline page 16Guideline excerpt

Patterns and supporting graphic elements from the identity system — Patterns and graphic language — guideline page 51Guideline excerpt

03 / Applications

A brand people can encounter.

The identity extended into packaging, campaign posters and larger display formats.

These mockups show the proposed design applications; they are not records of installed advertising.

Fudlore green billboard design mockup with food photography — A connection to the sourceDesign presentation

Fudlore food campaign design in a bus shelter mockup — The identity in a street formatDesign presentation

Fudlore tapioca advertising design in a bus stop mockup — A product-led messageDesign presentation

Fudlore campaign banner mockup within a shopping centre — Campaign language at scaleDesign presentation

Fudlore freestanding fence banner design mockup — A flexible campaign formatDesign presentation

Three Fudlore food campaign posters in a wall mockup — Related messages, one identityDesign presentation

04 / Delivery

One character across touchpoints.

The work brought naming, identity and applications together, with a consistent expression across packaging, apparel and exhibition presentations.

Fudlore branded display and counter design presentation — A coordinated displayDesign presentation

Fudlore T-shirt design presentation — The symbol on apparelDesign presentation

Fudlore exhibition stand design mockup — A brand presence for exhibitionsDesign presentation

The connected scope

From direction
to application.

Brand naming
Brand strategy & architecture
Positioning
Messaging & tone of voice
Logo & identity system
Brand style guides
Packaging design
Marketing campaigns

Client perspective

“These guys have soul rather than just being creative and trendy.”
Rashidat Alaka, Founder, Fudlore

Your next project

Give your direction
a distinctive expression.

Talk to Argillic about your brand’s positioning, identity and applications.

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