Location: Lisbon, Portugal
Role: Freelance Brand Designer
Team: Just Me ☺
Timeline: August 2024
The Brief
Afroflavors is a walking tour based in Lisbon, Portugal that celebrates and introduces people to the local variety of cuisines rooted in the African diaspora. Founded by Kamra Clemons, an African American expat living in Lisbon since 2021, the tour invites participants to explore culture through food. Before the tour formally came together, Kam approached me with a name and generic AI-generated logo. While the name was catchy and memorable, it was clear that Afroflavors needed a distinct, human-made logo and comprehensive brand identity to truly position it as a unique experience in the Lisbon tourism scene.
Challenges
I needed to create a visual identity that was unique, yet intuitive enough for Kam to apply to a variety of marketing materials (both digital and print) without the backing of a creative team.
The brand needed to be scalable as the Afroflavors tour has the potential to expand beyond Lisbon to other cities throughout Europe.
Objectives
Develop a brand identity that would be adaptable across a variety of touchpoints
Ensure that the visual language was connected to the African diaspora
Create a visual identity practical enough for Kam to utilize independently
The Afroflavors color palette is inspired by flags from the PALOP (African Countries of Portuguese Official Language) countries and the Pan-African Flag. These colors represent strength and prosperity in the face of adversity, qualities that reverberate throughout African-diasporic communities around the world.
Brand Mark
The fork and shapes together create a unique, recognizable symbol that serves as the brand mark for Afroflavors. When separated, the shapes become a versatile graphic element on their own, and can be used to create patterns and add colorful elements to digital marketing materials, print collateral, and more!
