Joyof Foods: Brand Packaging Design
West African Food Range
Joyof provides convenient, high-quality products with authentic flavours, reducing cooking time and making it easy to enjoy traditional West African meals even on the busiest days – bringing the joy of West African cuisine to Ireland.
By solving the issues of accessibility and time, they are helping people reconnect with their roots, try something new, and bring the vibrant flavours of West Africa into everyday life without compromise.
The design concept draws inspiration from traditional African drawings and patterns, aiming to capture their vibrant, playful energy. The typography is hand-drawn to evoke authenticity, reflecting the handmade quality of the food, and expresses the pride and joy rooted in West African culture.
The design process evolved from creating letterforms were slightly spaced to highlight the phrase ‘joy of’ reinforcing the brand’s celebration of West African cuisine. We developed this on to bring the letters closer together, integrating ‘of’ more seamlessly to be read as a single, joyful expression.
Surrounding shapes suggest bursts of life and energy. They represent leaves and natural ingredients, emphasising the freshness and vitality of the products. The bright and vibrant colour scheme further communicates this.
Follow Joyof Foods online:
Instagram: @joyof.foods
LinkedIn: linkedin.com/joyof-foods
Website: joyoffoods.com
Available in selected SuperValu stores and other food independent stores.
Photography by Brendan Ryan Photography:
Instagram: @brendanryanphoto
Website: www.brendanryan.ie
Video Production:
Brendan Ryan Photography (as above) and:
Raouf Ferkous
Instagram: @raouf.ferkous
Packaging printed by Reel Print:
Website: Reel Print