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.