How to tell a story
in a second.
Some square inches are more consequential than others.
For West African Cashew, a new brand identity would carry the hopes of a regional industry. A stamp on a package to signal differentiation from a mass of other generic producers.
A strategy in a shape.
This was a classic case of inspiration meeting insight. A deep strategic dive revealed that West African cashews had huge advantages for the US market over other cashews. That led to a new brand positioning, based in freshness, natural processes and pride. And that demanded a new identity.
Coincidence? Or brilliance?
The logo contained a little of both. A design exploration of West African cultures and iconography inspired graphics and a color palette celebrating nature. And then the coincidence that every cashew is essentially the same shape as the continent that grew it, was too good to pass up.
A logo birthed a category.
This would be a lifeline for local African producers. An identity to own, celebrate and leverage. Marketing would support it. Buyers would recognize it. The stage was set. Because, with one bold graphic solution, where there were once just cashews there were now West African cashews.
