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Nando's returns to its South African roots with new brand look designed to hold off growing competition

Nando’s has unveiled a new visual identity based on its South African heritage in what is the first shake-up of the brand's image in ten years.

As competition among high-end fast food chains intensifies with the growing popularity of brands such as Five Guys, Gourmet Burger kitchen and Wagamama, Nando’s has turned to its South African roots for inspiration in the new designs.

Andrew Rayner, marketing director for Nando’s UK said: “It was a natural choice that our visual identity should be rooted in our South African heritage. It not only tells the story of who we are and where we’ve come from, but importantly, it puts our people at its heart.”

The new look, which has been created by South African based design agency, Sunshine Gun, in collaboration with Nando’s and local South African artists and designers, creates a “fresh, bold, new look” for the brand.

The changes include a Pantone colour ‘PERi Red’, a unique new ‘Nando’s Hand’ typeface, bespoke artwork throughout the restaurants as well as an 87 degree angle tilt in its headlines, a nod to its first restaurant opening in 1987.

Nando’s worked with a classically trained sign-writer and artist, Marks Salimu, to create the typeface inspired by the tradition of handwritten signage popular in Southern Africa.

Colour lad specialist Manie Pietersen developed the PERi Red pantone colour palate. The shade has been produced to match the exact tonal reds of the African Bird’s Eye chilli which is grown in Mozambique and used in Nando’s PERi-PERi.

The cockerel on the Nando’s logo, named Barcelos, also received a makeover with smoother lines and a bigger heart to create a more refined look. The patterns used throughout the branding will now use bold South African inspired, oversized graphics and pictograms to complete the brand image overhaul.

Tony Connelly

I cover media, marketing and sponsorship news within the sports industry. This not only includes breaking news but writing feature pieces with insights from experts in the sports marketing world.

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