Mosolande
An African supermarket with real food, real farmers, and a brand that finally matches both.
- Project
- Brand identity
- What we did
- Brand identity, Art direction, Copywriting
The brief
Shape a warm, memorable brand presence for an African supermarket that celebrates naturally grown food, fair access, and the local farmers behind every harvest.
Mosolande is built on a simple belief: good food should nourish families without leaving farmers behind. The brand needed to feel abundant, trusted, and proudly African, carrying the colour, care, and human warmth of the communities it serves.
We positioned Mosolande as more than a supermarket. It is a meeting place between growers and households, where naturally sourced produce, pantry staples, and everyday essentials are made affordable with dignity.
The visual direction leans into rich market energy, earthy food culture, and bold organic shapes. Every image was chosen to feel human first, placing farmers, shoppers, and shared tables at the heart of the brand.
The copy gives the brand a voice with purpose: generous, proud, and practical. It speaks to families who need fair prices, and to farmers whose work deserves visibility, respect, and a stronger path to market.
Brand guidelines
The logo, colours and type that keep Mosolande recognisable everywhere it shows up, from the website to the shopfront.
Brand guidelines
Prepared by Xenova
Clear spaceKeep at least x of empty space on every side, where x is a quarter of the logo's height.
Don'tStretch it, add effects, or place it on busy photography without a solid panel behind it.
- PrimaryMarigold#FBB217RGB 251 178 23
- Text and contrastCocoa#4C302FRGB 76 48 47
- SecondaryClay#8C4E3DRGB 140 78 61
- SecondaryCassava leaf#687749RGB 104 119 73
- BackgroundCream#EAE9E4RGB 234 233 228
Sampled from the brand artwork.
Wordmark lettering
Heavy, tightly fitted capitals stacked on two lines, built to stay readable on shopfronts, posters and packaging from across the street.
“Bruce gave Mosolande a voice and visual identity that feels like us. It carries the warmth of our markets, the strength of our farmers, and the promise that good food can be affordable without losing its soul.”
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