Brief: Create a restaurant identity that is hip, authentic and vibrant based off of insights into Sudanese culture, traditions and cuisine. The target audience for the brand is 20-40 year olds who want to gain bragging-rights amongst their peers for having eaten their.
Approach: I decided to look into tribes within Sudan and came across the Dinka tribe, the largest ethnic tribe in South Sudan known for their tall height and as the legendary cattle keepers of Sudan. Scarification is apart of their culture, where tribal marks of several parallel lines or v-shaped marks are scarified into a youths forehead as part of initiation which marks a passage from childhood to adulthood. Masks also serve as an important role in rituals or ceremonies and the dinka mask is famous within the tribe. I took colour reference from their traditonal clothing and flag and encorporated this altogether to create DINKA. The identity consists of a logo, signage, window graphics, interior wall graphics, menus and 3 different branded produce including millet (a crop they grow and the grains can be supplemented with cows milk, fish, meat, beans tomatoes or rice), Hilo Murr (a common herbs and spices drink found in sudanese homes) and tote bags.
