That Foodie Lawyer is your passport to exploring African cuisine through enlightenment, empowerment & fun.
The Brand
That Foodie Lawyer is your passport to a bold exploration of African cuisine with a mission to take it global. TFL aims to connect the world to African flavours through enlightenment, empowerment, and a whole lot of fun.
The Brief
TFL had a bunch of ideas and she needed a straightforward recipe to serve them up. With a focus on food advocacy and exploring African culinary experiences, our job was to distill her brand into a straightforward concept that anyone could get at a glance.
_gif.gif)
FOUNDATION
We rolled up our sleeves and got to work with TFL, starting with a deep dive into similar platforms and a careful listen to what she really wanted. The result? A brand strategy boiled down to two key ingredients: 1. Showcasing African food experiences, and 2. Spotlighting entrepreneurs changing the game in the diaspora. These components became the backbone of her goal—to make African food mainstream and squash negative stereotypes.
Identifying the target audience led to a content strategy that hit the bullseye. We collaborated with a designer for an identity that gave a global twist to experiencing African cuisine and a website that became the hub for all things TFL.
CONCEPT
After some focused refining, we distilled TFL's brand essence down to this core idea: "connecting african cuisine to the world through enlightenment, empowerment and fun experiences." This core concept guided our content strategy, framing it into specific pillars that align with each element of our main message. As a result, we crafted three distinct shows aimed at reinforcing TFL's mission of fostering connections.
These shows serve as compelling avenues for TFL to authentically connect with audiences and fulfill the overarching goal of uniting people through the love of African food.
MORE PROJECTS
_gif.gif)
_gif.gif)
%20(1)_gif.gif)