The Brief
I've been given the challenge of developing new branding for a South African heritage brand. I've included a brand manual so that the brand can be simply transferred while maintaining consistency and avoiding misunderstandings. In addition, I created three stationery items (business cards, letterhead, and email signature), as well as social media advertisements and placement on a brand service item (or application to current product). All branded objects should function as a set. This means that you must create all of the pieces that characterize the brand, not simply the logo.
The Brand
Rajah Spice
Rajah Spices, one of South Africa's premier local food spice companies, was founded nearly a century ago, in 1938, under the Robertson's umbrella brand. Rajah spices are now available in practically every major retailer in the United States. Rajah spices has managed to establish a household name for itself throughout all households in our country, as well as a signature taste and aroma that we all know and adore as Rajah spices, in the nearly 100 years since its inception. Rajah spices' major focus is their range of curry powders, despite the fact that they have moved out into many sectors of the culinary and spice world as they have grown over the years.
Logo Reveal Video
Logo Rebrand
Previous Logo and the New Logo
Colour Palette
Primary Colour Palette
Typography
Primary Typeface
Primary typeface -The “RAJAH” in the logo is in Philosopher Bold. The logo’s powerful, weighty design communicates the brand’s strength and enthusiasm, while the Italic family gives it movement. This helps communicate Rajah’s satisfyingly heat and generous flavor.
Typography
Secondary Typeface
Secondary typeface - Calibri Regular The secondary elements in the logo use Calibri Regular and the tracking is set to 200. The headers on all stationary and the sub-headers within body copy on all stationary use Calibri Regular. The sub-headers on all stationary use Calibri Bold The body copy on all stationary use Calibri Regular and Bold.
Logo Colour Variations
The original brand Colour were kept for recognizability
Corporate Stationery
All of the merchandise were created to be one-of-a-kind and to fit the format and context of use, while also forming part of a coordinated set to make the brand appear professional and consistent.
Invoice form and Letterhead
Two sided business card
Email Signature
Social Media
The advertising needed to be introduced to a platform that this target is familiar with as part of the rebrands goal of increasing brand awareness and striving to include a younger target audience. Instagram social media posts were also created.
Instagram social media posts & advertising
Brand Application
Rajah Spice Box
Rajah Spice Packaging
Brand Guidelines Manual
Lastly, a screen-based brand standards handbook was created to ensure that the new rebrand is implemented consistently across all applications.
Below are a few key pages. See the full guide
GIF Logo Reveal
Reflection
The Rajah makeover attempts to improve the company's corporate visual identity. It will send a powerful and obvious message to clients as it preserves Rajah principles with a soft and playful wordmark and a color palette that promotes confidence, fun, carefree, and enthusiasm. Rajah is known as one of the most popular and preferred spices in South Africa, thus the brand has a lot to live up to.
References of Photography. See image list here.
