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 Current Identity
As mentioned before, the current Eat n’ Lick logo is more balanced, cleaner and more vibrant — in direct comparison to its predecessor. However, when we compare it to its industry counter-parts, we discovered some challenges.
- The Identity is not own-able
- Has a generic tone of voice
- And an inconsistent visual system
![Eat n' Lick — Concept Logo Redesign](https://zarura.co.zw/wp-content/uploads/2023/05/EatnLick_10.jpg)
![Eat n' Lick — Concept Logo Redesign](https://zarura.co.zw/wp-content/uploads/2023/05/EatnLick_11.jpeg)
![Eat n' Lick — Concept Logo Redesign](https://zarura.co.zw/wp-content/uploads/2023/05/EatnLick_12.jpg)
![Eat n' Lick — Concept Logo Redesign](https://zarura.co.zw/wp-content/uploads/2023/05/EatnLick_13.jpg)
![Eat n' Lick — Concept Logo Redesign](https://zarura.co.zw/wp-content/uploads/2023/05/EatnLick_10.jpg)
![Eat n' Lick — Concept Logo Redesign](https://zarura.co.zw/wp-content/uploads/2023/05/EatnLick_11.jpeg)
![Eat n' Lick — Concept Logo Redesign](https://zarura.co.zw/wp-content/uploads/2023/05/EatnLick_12.jpg)
![Eat n' Lick — Concept Logo Redesign](https://zarura.co.zw/wp-content/uploads/2023/05/EatnLick_13.jpg)
The first stage was to try to see ways we could retain as much visual equity. We started by pairing a similar typeface and reworked the spacing for greater readability. This included re-introducing the apostrophe.
We then had to redraw the typeface altogether. Designing it for visual balance and improved legibility — particularly at small scale. We also updated the color palette for a more vibrant and diverse range of color.
![Eat n' Lick — Concept Logo Redesign](https://zarura.co.zw/wp-content/uploads/2023/05/EatnLick_14.jpg)
![Eat n' Lick — Concept Logo Redesign](https://zarura.co.zw/wp-content/uploads/2023/05/EatnLick_15.jpg)
![Eat n' Lick — Concept Logo Redesign](https://zarura.co.zw/wp-content/uploads/2023/05/EatnLick_16.jpg)
![Eat n' Lick — Concept Logo Redesign](https://zarura.co.zw/wp-content/uploads/2023/05/EatnLick_17.jpg)
![Eat n' Lick — Concept Logo Redesign](https://zarura.co.zw/wp-content/uploads/2023/05/EatnLick_14.jpg)
![Eat n' Lick — Concept Logo Redesign](https://zarura.co.zw/wp-content/uploads/2023/05/EatnLick_15.jpg)
![Eat n' Lick — Concept Logo Redesign](https://zarura.co.zw/wp-content/uploads/2023/05/EatnLick_16.jpg)
![Eat n' Lick — Concept Logo Redesign](https://zarura.co.zw/wp-content/uploads/2023/05/EatnLick_17.jpg)
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.
![Eat n' Lick — Concept Logo Redesign](https://zarura.co.zw/wp-content/uploads/2023/05/EatnLick_18.jpg)
![Eat n' Lick — Concept Logo Redesign](https://zarura.co.zw/wp-content/uploads/2023/05/EatnLick_18.jpg)
![Eat n' Lick — Concept Logo Redesign](https://zarura.co.zw/wp-content/uploads/2023/05/EatnLick_01.jpg)
![Eat n' Lick — Concept Logo Redesign](https://zarura.co.zw/wp-content/uploads/2023/05/EatnLick_04.jpg)
![Eat n' Lick — Concept Logo Redesign](https://zarura.co.zw/wp-content/uploads/2023/05/EatnLick_07.jpg)
![Eat n' Lick — Concept Logo Redesign](https://zarura.co.zw/wp-content/uploads/2023/05/EatnLick_03.jpg)
![Eat n' Lick — Concept Logo Redesign](https://zarura.co.zw/wp-content/uploads/2023/05/EatnLick_08.jpg)
![Eat n' Lick — Concept Logo Redesign](https://zarura.co.zw/wp-content/uploads/2023/05/EatnLick_09.jpg)
![Eat n' Lick — Concept Logo Redesign](https://zarura.co.zw/wp-content/uploads/2023/05/EatnLick_00.jpg)
![Eat n' Lick — Concept Logo Redesign](https://zarura.co.zw/wp-content/uploads/2023/05/EatnLick_05.jpg)
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