Background
A client was launching a new restaurant in Lagos with a bold vision to serve a rich variety of meals that reflect the energy and diversity of Lagos. From local Nigerian favorites to continental dishes, the goal was to create a vibrant identity that felt relatable, exciting, and unmistakably Lagos. I was brought on to shape the brand and visual identity to match that vision, something modern, grounded, and dripping with Naija flavor.
Core problem
In a city filled with food spots, the real challenge wasn’t just about the menu, It was about identity. Too many places feel generic or disconnected from the local culture. The restaurant needed to stand out with a clear voice and personality that Lagosians could see themselves in—bold, expressive, and rooted in the everyday rhythm of the city.
Crafting a Culturally Rooted Brand
I grounded the brand in the spirit of Lagos by exploring how people express identity in the city, through language, slangs, fashion, social spaces, and shared humor. I looked beyond food to understand how Lagosians connect with places they consider “theirs.”
Studied (New) local slang, visual trends, and street culture to capture an authentic Lagos tone
Developed a voice that blends confidence, wit, and reliability. Like your sharpest friend with good taste
Designing for Vibe and Variety
The visual direction was driven by bold expression and cultural cues. I went for a clean but playful identity that merges modern aesthetics with everyday Naija life.
Designed a logo inspired by street signs and local graphics
Used bold typography and expressive layouts to convey energy
Incorporated Lagos elements, Street Signs & Local Graphics and patterns all inspired by Lagos street & fancy life
Results and Impact
With the brand fully developed, the restaurant is now ready for launch. The identity feels fresh, familiar, and rooted in Lagos culture, making it stand out from the crowd. Early feedback from Foundeer has been really positive, especially around the look, tone, and overall vibe. As we get closer to launch, the brand is set to connect with people and make a strong impression in the Lagos food and lifestyle scene.