All4Grubs is a Nigerian food brand that prepares and sells delicious finger foods, snacks, and drinks through in-store sales, online orders, and social event bookings. It prides itself as the best finger foods and cocktail brand in southeast Nigeria.

The All4Grubs brand was experiencing difficulty in distinctively differentiating itself from the numerous competitors trying to replicate its product and brand formula. This continuously diluted the essence of the All4Grubs brand and gave room for rivals to easily eat into its market share.

The goal of the project was not just to develop a unique identity, but also to reinforce All4Grubs’ position as the leading finger foods brand in its market while also preparing the brand for future expansion into other Nigerian cities.

I led brand research, competitive analysis, naming, strategy, packaging design, and identity creation.

The project lasted 6 weeks between November to December 2021.

I commenced the project by helping the business develop a brand strategy that will serve as a foundation and inform the best direction to go with the brand. This was because the brand lacked a proper definition of its essence and failed to answer crucial questions about itself. Along with the client, the following were defined:

Brand Values

Mission & Vision Statement

Brand Personality & Voice

Target Market

Unique Selling Proposition

Slogan

To shape a clear and effective direction for the All4Grubs rebrand, I conducted customer interviews with 13 existing users and performed a competitive analysis of five rival brands. The goal was to gather critical insights from the customers’ perspective, helping us understand how the brand resonated with them and how it stood in the competitive landscape.

Key findings revealed that the previous brand name, Kitchen Chronicles, lacked clarity and was too similar to competitor names, failing to distinguish itself in the market. Collaborating with the client, we explored over 30 name options, ultimately selecting All4Grubs based on its relevance, memorability, domain availability, and ease of pronunciation.

Additionally, customer feedback indicated that the brand’s visual identity lacked memorability. Most respondents struggled to recall distinctive visual elements that set the brand apart, highlighting a significant opportunity for differentiation. This insight shaped the redesign, with a focus on creating a more memorable, visually unique identity that resonates with consumers and stands out in a crowded market.

I tackled the problem of visual memorability by developing a partially custom wordmark logo. The wordmark features a somewhat rounded sans serif with just the right amount of playfulness. Some of the letters in the logo were pushed a couple of pixels up or down to emphasize their playfulness. A hyphen was put under the letter "U" for emphasis in helping the logo also read as "All4U". On sharing the logo draft with a group of 6 random people, responses showed some friction in pronouncing the "4". So I added an apostrophe to separate "All" from "4" and from the feedback, it made pronunciation much easier.

A vertical, horizontal, and abbreviated variation of the logo infused more flexibility in using the logo across platforms. To add more personality to the brand, a brand mascot called Grubby was introduced. Grubby perfectly captures the yummy expression when one tastes really good food. Then there's the color palette that represents the brand's warm, sweet and fresh personality. Pally, a sans serif typeface with just the right amount of play and modernity, was used to convey the brand's friendliness and welcoming nature.

Screen design displayed in a mockup

Developing an identity for a food brand was an exciting first for me, offering valuable insights into both local and international fast-food and restaurant markets. I discovered that the use of visual elements to stimulate appetite has deep historical roots, evolving from traditional food imagery to modern, strategic graphic design techniques aimed at achieving specific brand objectives. This exploration underscored the powerful role of design in shaping consumer perceptions and influencing purchasing decisions, especially in the highly competitive food industry.

Results

35% price increase

45%increase in sales in the first month

120% increase in social engagement

"Chido quickly bought into the All4Grubs vision and delivered excellently!" - Ebube, Founder & Lead Chef at All4Grubs