Rethinking Eat n' Lick — Zarura Creative

Eat n' Lick

a distinct messaging voice and logo design for Eat n' Lick

This is a concept project.

Eat n’ Lick are one of the fastest growing fast food restaurants in Zimbabwe. It was founded in 2014 by Isaiah and Tsitsi Musabayana and now has more than 19 branches across the country.

The Business Case

In 2020, they refreshed their brand and logo. It’s now more balanced, cleaner and more vibrant — in direct comparison to its predecessor. So — why did we do this logo redesign, brand positioning and messaging concept?

We believe there is an opportunity for Eat n’ Lick to make their brand identity more relatable and distinct against the competition. “In the region we are targeting countries such as South Africa, Kenya, Botswana and Zambia,” said Tsitsi Musabayana to the Chronicle.

Africa has the youngest population in the world, with 70% of sub-Saharan Africa under the age of 30. This means the majority of Eat n’ Lick and most fast food chains’ primary audience are Gen Z all through to Millennials. We saw an opportunity to take advantage of this phenomenon and create a more relatable brand identity that connects with this staggering young audience.

In addition, we live in a feel good society. People want more than affordable prices and discounts. They want to feel good about the brands they engage. They want personal and human experiences. Most Zimbabwean brands look, sound and feel cookie-cutter. We asked, how can we help define a personal brand for
Eat n’ Lick?

The name is quite long. We asked, could we create a supporting glyph for ease of recognition? For the concept direction, the glyph had to be something playful, full of character and distinct. We played on the idea of a burger and the letter ‘e‘ in Eat n’ Lick.

Taking the theme of fun and being edgy, we found an opportunity to create a supporting brand tone of voice theme, based on having a love affair with food. Most Zimbabwean brands have a stale and cookie-cutter approach to messaging. Our tailored messaging and tone of voice, helps create a memorable and personable experience for the Eat n’ Lick audience. We coined it: Food Affair.