Afoo is a grocery-delivery brand designed for Nigerians and Africans in Canada who want easy access to familiar groceries, spices, fruits, and food essentials delivered to their doorstep.

Afoo is rooted in Áfọ̀, an Igbo market day in Eastern Nigeria.

We reconstructed the name as “Afoo” to connect its cultural origin with a modern grocery delivery experience

The custom Afoo wordmark is inspired by a moving supermarket trolley.

The double “o” represents its wheels, while the letterforms were refined to reflect the details and movement of a trolley handle—giving the name both meaning and momentum.

For many Africans abroad, finding familiar ingredients can be difficult, time consuming, and impersonal.

Afoo makes access to home-grown food culture simpler and more convenient.

We created a bright, welcoming identity that feels familiar, joyful, and easy to recognize.

Banana yellow brings energy and optimism, while aubergine purple grounds the system with warmth and contrast. The identity extends across the website, app, packaging, social content, and motion.

Afoo turns the familiarity of the market into a simple, modern delivery experience bringing the flavours of home closer to those living abroad.