Tamu is a dessert brand bringing East African flavors to your kitchen!

It's difficult to find East African foods let alone desserts in traditional grocery stores. Tamu's goal is to change that by providing ready to make dessert kits inspired by popular East African desserts.

I wanted Tamu to be a brand that stood out on the shelves. Although a lot of people may not have had East African food before, the packaging needed to make them want to try it. In order to do this we knew we needed to make the visual identity bold, modern and fresh to entice customers to buy the product.

Step 1- Customer Demographics

In order to figure out what the visual identity would be for the brand, we first needed to define our target customer. We wanted Tamu to be a brand that everyone could enjoy. We wanted it to encourage community building and collaboration. Imagine parents baking with their children or a group of friends hosting a baking night.

We also wanted this to be a product that second generation East Africans could use to connect more to their culture.

Step 2- Crafting the Identity

Now that we understood our target audience, my next step was crafting a visual identity that would appeal to them.

I was heavily inspired by the patterns and colors that are found on textiles in Kenya.

For the final designs we focused on 3 flavors. Mango Mandazi, Masala Chai Cookies and Avocado pudding. For each flavor I created a distinct color pallet