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Pentagram

Yolélé

Brand Identity, Packaging

Brand identity and packaging for a purpose-driven African food company.

Yolélé is a purpose-driven African food company committed to transforming communities in rural West Africa, with all proceeds going to the region. The company was founded by Pierre Thiam, the celebrated Senegalese-born chef, restaurateur and activist, and the food entrepreneur Philip Teverow. Pentagram has designed an identity for Yolélé and packaging for its first product, a line of fonio, an ancient grain that is a superfood, similar to quinoa.

Thiam saw Paula Scher’s map painting of Africa and wanted to commission a drawing for the Yolélé branding. The designers extended this into a full visual language, including custom hand-drawn typography and icons. The map highlights the area of West Africa where fonio is grown.

Client
Yolélé
Sector
Food & Drink
Discipline
Brand Identity
Packaging
Office
New York
Partner
Paula Scher
Project team
Emily Atwood
Jack Roizental
Jake Masakayan
Rusty Van Riper
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