JEMU
BRANDING | ILLUSTRATION
Motisun Groups: Sayona is one of Tanzania's largest FMCG firms, headquartered in
Dar Es Salam. Jemu was founded on the desire to provide a flavour that people could rely on. The method chosen was to develop a design language that connected with the locals yet provided a global identity.
​
Built around the Tanzanian attitude to life: Pole Pole, or taking things slow - the visual design is centred on the use of illustrations to add warmth and vivacity to the brand.
Swahili idioms were used to produce phrases that evoke subtle associations
(Tamu Sana—So Tasty, Nzuri Sana—So Good, Oh Ndiyo—Oh Yes).
The phrases bridge what the brand wants to offer and what the customer may anticipate.
Jemu was thus designed to be a vivid and playful brand that would appeal to adults and children alike. The graphics, based on three of their core flavours, blueberry, strawberry, and orange, strive to have their own distinct textures and colour palette, generating a strong sense of visual familiarity.
