Nando’s has over 21 000 pieces of art in their growing collection.
This also sets them apart and makes them stand out. Mark Salimu is one such artist that created the famous Nando’s font. T h e creative artworks displayed in their restaurants also tell a story and also builds on the engagement and involvement of Nando’s in the communities especially that of artists. The brand has expanded its offering by making their Peri-peri sauces available for sale not only at their stores but also at other grocery retail stores. Nando’s chicken stands out from its competitors through its unique Peri-peri flavor. It is family oriented and inviting to new and old customers and lets them be a part of their story through the culture and ambience in their restaurants the restaurants are bright, trendy and homely. The menu is standard and consistent worldwide. It tells of the story of travel and discovery of the flavourful PERi-PERi.This story is plastered on their restaurant walls, website and menus? Nando’s has grown into a global brand and can be found in 5 continents, these mirror each other the world throughout. Nando’s brand story is ethnic, engaging and rich in culture. T h e brand symbol is identifiable and recognized by many. T h e innovation of incorporating their year of establishment 1987 has been playfully integrated into their advertisements, website and menus alike by printing at an angle of 87° and of course the iconic chilli apostrophe. This is also carried through in their bright colored furniture. Their bright and inviting colors, red, green yellow are consistent throughout all theirs stores and are quiet visibly worn by staff that works there. T h e font is carried through all of Nando’s advertisements. The Nando’s name itself is a bright red color which is synonymous with the peri-peri used in the preparation of their foods. Their exclusive font which is used on the restaurant’s name has become quite a popular citing which evokes the expectation of some or other witty comment. T he i r brand symbol is a black and red cockerel with a big red heart on its chest which has been tweaked to keep abreast of the times. Their ads are always edgy, and begging of commentary and speaks the language of the people. The taglines are remarkable, adaptable and catchy. The advertisements and play on words is cheeky, funny and satirical. T he i r hand drawn font is fun, authentic and unique. Se e below latest comment regarding Kevin Anderson at Wimbledon! Whether it is politics, sports, world news they have commentary and are patriotic. T h i s is consistent with their advertising and constant comment on issues happening in and around the world. Their sense of humour is the heart of the brand.
Nandos has cultivated their tone-of-voice to the local expectations by appealing to their respective sense of humours. Their advertising engages with everyone from the first citizen, to the DJ right down to the person on the street. Their advertising campaign is thought provoking and quirky, targeting the “thinking adult” in its play of words. It’s cheeky, powerful, w i tty, entertaining, colorful and vibrant much like our rainbow nation. She’s witty, colourful, with an amazing sense of humour, intelligent and young at heart and clued up on current affairs. It’s not just the vibrant colour swatches and culture inspired designs that draw us at Bahiti towards this heart warming brand, our very own Co-Founder was once a Nandoca herself and still has a chilli shaped place in her heart for the tasty chicken shop.I f Nandos was a person, she would be a standup comedian that loves to cook, hosting people and feeding them good food. The abstract patterns feature lots of triangles, a common feature of South African art, and the trademark bird’s eye chilli. The colour red is still featured in the logo, called ‘PERi Red Pantone’, which was colour matched to the bird’s eye chilli, juxtoposed against energetic neons. We’re so impressed by the attention paid to sentimental meaning and purpose behind each design element – the headlines are even offset at an 87 degree angle – representing the year 1987 when the company was founded. Alongside the hand font is the typeface DIN Next – a font which can be found on all Johannesburg road signs where the first ever Nando’s opened it’s doors. The bold font was hand painted onto wooden blocks which were then transformed into a digital format. Nando’s has the South African consultancy Sunshinegun to thank for the vibrant rebrand, who worked with a wide range of South African artists and craftsmen on the project, including sign maker Marks Salimu who has created the ‘Nando’s Hand Font’.
¡Aycarumba! The popular peri chicken chain has an all-new look – it’s drastically different to the ‘sticks and pots’ themed brand image that Nando’s previously sported – and instead aims to reconnect the brand with it’s South African roots.
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