Client: Dado Foods  |  Industry: Food Delivery & Food Tech  |  Scope: Brand Strategy, Visual Identity, Verbal Identity, Art Direction  |  Role: Art Director / Brand Designer  |   Year: 2023

When you’re hungry, convenience should feel comforting — not chaotic. Dado Foods connects users to the best local meals around them, delivered fast, warm, and right on time. But a dated identity and inconsistent communication were making the brand feel less dependable than the food it delivered.

We helped reposition Dado from just another delivery app to a joyful, everyday essential — with a refreshed brand strategy, visual identity, and tone of voice built on trust, clarity, and flavour.

The new brand is grounded in the feeling of food arriving just when you need it — comforting, familiar, and full of flavour. Inspired by Nigerian food culture and the energy of urban living, we reimagined Dado as a brand that smiles back at you.

The refreshed logo, featuring a playful winking face formed from a pot and food elements, instantly communicates warmth, speed, and satisfaction. It’s a visual shorthand for the promise Dado delivers on every day.

We crafted a colour palette that captures Dado’s renewed energy. Turquoise brings a sense of freshness and optimism, while deeper tones like Midnight Green and Raisin Black add sophistication and contrast. Bright supporting colours — Maize and Crayola Orange — introduce warmth and vibrance, creating a flexible system that scales across every touchpoint.

From delivery bags to app screens to Instagram posts, the new visual system offers clarity and cohesion at every glance.

Rather than leading with speed or deals, the new Dado brand champions connection and reliability. We designed a visual language and tone that speaks directly to people — not just users. One that says “we see you, we’ve got you,” whether you’re ordering lunch in Abuja or dinner after work in Enugu.

Alongside a strategist, motion designer, and copywriter, we built a brand that’s not only scalable, but genuinely emotive.

The rebrand helped Dado reconnect with its audience, distancing itself from past misconceptions and stepping into a more trusted space in people’s everyday lives.

Internally, the team embraced the new brand with pride. Externally, customers noticed the change — and responded. This project reminds us how much design can do, especially when it listens first, then leads.