BIG African Superstore
My Role: Logo Designer
Industry: Retail Store
Tools Used: Adobe Illustrator, Adobe InDesign, Adobe Photoshop
Brand Identity
Retail Store
Brand Overview
BIG African superstore was founded in 2024 to bring the rich flavours and traditions of Africa to Ontario, Canada. Inspired by their Nigerian roots and the desire to offer a taste of home to Africans, West Indians, and Caribbeans, they provide high-quality products and cultural experiences. Their goal is to become a beloved community hub, expanding across North America to serve diverse multicultural communities while maintaining exceptional value and industry-leading standards.
Fresh. Authentic. African
We are committed to providing genuine products that reflect the rich cultural heritage of Africa. From the products we stock to the customer service we offer, everything is infused with a sense of freshness, vitality and quality.
We are committed to providing genuine products that reflect the rich cultural heritage of Africa. From the products we stock to the customer service we offer, everything is infused with a sense of freshness, vitality and quality.
The Brief
Create a visual identity and logo that captures the vibrant spirit, cultural roots, and community-focused mission of BIG African Superstore.
The founder wanted a brand identity that was visually appealing, fun, and resonated with authenticity and freshness. Inspired by brands like Trader Joe’s, the brand needed to feel warm and inviting, while still professional and easily recognizable. The design had to appeal to a diverse audience — Africans, West Indians, and Caribbeans.
The founder wanted a brand identity that was visually appealing, fun, and resonated with authenticity and freshness. Inspired by brands like Trader Joe’s, the brand needed to feel warm and inviting, while still professional and easily recognizable. The design had to appeal to a diverse audience — Africans, West Indians, and Caribbeans.
My Approach
A concept-first design process focused on storytelling through form, symbolism, and visual tone.
To bring BIG African Superstore’s vision to life, I focused on creating a brand identity that felt as culturally expressive as it was commercially functional. The solution began by identifying a core metaphor: fresh produce as identity. From there, the letters of “BIG” were imagined not as static type, but as dynamic forms that could embody flavor, color, and movement; much like the ingredients found in an African market. Rather than relying on generic typography or overly literal symbols, the approach centered on transforming type into storytelling. The “I” in particular was designed to resemble an African bell pepper - a subtle yet powerful nod to the culinary culture at the heart of the brand.
To bring BIG African Superstore’s vision to life, I focused on creating a brand identity that felt as culturally expressive as it was commercially functional. The solution began by identifying a core metaphor: fresh produce as identity. From there, the letters of “BIG” were imagined not as static type, but as dynamic forms that could embody flavor, color, and movement; much like the ingredients found in an African market. Rather than relying on generic typography or overly literal symbols, the approach centered on transforming type into storytelling. The “I” in particular was designed to resemble an African bell pepper - a subtle yet powerful nod to the culinary culture at the heart of the brand.
Visual Identity
A vibrant and expressive identity system shaped by color, typography, and symbolic form.
The core of the identity is the custom logotype. To convey warmth and approachability, the Brevia typeface was modified with rounded curves and soft edges, giving the logo a handcrafted, human touch. This customization adds personality while preserving legibility, especially important for a retail environment. The color palette includes: Folly (vibrant red) - passion, spice, energy, Mantis (fresh green) - freshness, nature, health, Carrot Orange - warmth, friendliness, abundance, Black Bean and White - contrast and clarity, suitable for print and digital use. This palette, combined with the playful letterforms, creates an identity that is both modern and rooted, capable of adapting to physical packaging, storefronts, online ads, and branded content.
Key Attributes:
Playful, food-inspired letterforms that enhance recall
A warm, urban feel that connects with a multicultural audience
A flexible system that translates across platforms and scales
The core of the identity is the custom logotype. To convey warmth and approachability, the Brevia typeface was modified with rounded curves and soft edges, giving the logo a handcrafted, human touch. This customization adds personality while preserving legibility, especially important for a retail environment. The color palette includes: Folly (vibrant red) - passion, spice, energy, Mantis (fresh green) - freshness, nature, health, Carrot Orange - warmth, friendliness, abundance, Black Bean and White - contrast and clarity, suitable for print and digital use. This palette, combined with the playful letterforms, creates an identity that is both modern and rooted, capable of adapting to physical packaging, storefronts, online ads, and branded content.
Key Attributes:
Playful, food-inspired letterforms that enhance recall
A warm, urban feel that connects with a multicultural audience
A flexible system that translates across platforms and scales
More Works
BIG African Superstore
My Role: Logo Designer
Industry: Retail Store
Tools Used: Adobe Illustrator, Adobe InDesign, Adobe Photoshop
Brand Identity
Retail Store
Brand Overview
BIG African superstore was founded in 2024 to bring the rich flavours and traditions of Africa to Ontario, Canada. Inspired by their Nigerian roots and the desire to offer a taste of home to Africans, West Indians, and Caribbeans, they provide high-quality products and cultural experiences. Their goal is to become a beloved community hub, expanding across North America to serve diverse multicultural communities while maintaining exceptional value and industry-leading standards.
Fresh. Authentic. African
We are committed to providing genuine products that reflect the rich cultural heritage of Africa. From the products we stock to the customer service we offer, everything is infused with a sense of freshness, vitality and quality.
The Brief
Create a visual identity and logo that captures the vibrant spirit, cultural roots, and community-focused mission of BIG African Superstore.
The founder wanted a brand identity that was visually appealing, fun, and resonated with authenticity and freshness. Inspired by brands like Trader Joe’s, the brand needed to feel warm and inviting, while still professional and easily recognizable. The design had to appeal to a diverse audience — Africans, West Indians, and Caribbeans.
My Approach
A concept-first design process focused on storytelling through form, symbolism, and visual tone.
To bring BIG African Superstore’s vision to life, I focused on creating a brand identity that felt as culturally expressive as it was commercially functional. The solution began by identifying a core metaphor: fresh produce as identity. From there, the letters of “BIG” were imagined not as static type, but as dynamic forms that could embody flavor, color, and movement; much like the ingredients found in an African market. Rather than relying on generic typography or overly literal symbols, the approach centered on transforming type into storytelling. The “I” in particular was designed to resemble an African bell pepper - a subtle yet powerful nod to the culinary culture at the heart of the brand.
Visual Identity
A vibrant and expressive identity system shaped by color, typography, and symbolic form.
The core of the identity is the custom logotype. To convey warmth and approachability, the Brevia typeface was modified with rounded curves and soft edges, giving the logo a handcrafted, human touch. This customization adds personality while preserving legibility, especially important for a retail environment. The color palette includes: Folly (vibrant red) - passion, spice, energy, Mantis (fresh green) - freshness, nature, health, Carrot Orange - warmth, friendliness, abundance, Black Bean and White - contrast and clarity, suitable for print and digital use. This palette, combined with the playful letterforms, creates an identity that is both modern and rooted, capable of adapting to physical packaging, storefronts, online ads, and branded content.
Key Attributes:
Playful, food-inspired letterforms that enhance recall
A warm, urban feel that connects with a multicultural audience
A flexible system that translates across platforms and scales
More Works
BIG African Superstore
My Role: Logo Designer
Industry: Retail Store
Tools Used: Adobe Illustrator, Adobe InDesign, Adobe Photoshop
Brand Identity
Retail Store
Brand Overview
BIG African superstore was founded in 2024 to bring the rich flavours and traditions of Africa to Ontario, Canada. Inspired by their Nigerian roots and the desire to offer a taste of home to Africans, West Indians, and Caribbeans, they provide high-quality products and cultural experiences. Their goal is to become a beloved community hub, expanding across North America to serve diverse multicultural communities while maintaining exceptional value and industry-leading standards.
Fresh. Authentic. African
We are committed to providing genuine products that reflect the rich cultural heritage of Africa. From the products we stock to the customer service we offer, everything is infused with a sense of freshness, vitality and quality.
The Brief
Create a visual identity and logo that captures the vibrant spirit, cultural roots, and community-focused mission of BIG African Superstore.
The founder wanted a brand identity that was visually appealing, fun, and resonated with authenticity and freshness. Inspired by brands like Trader Joe’s, the brand needed to feel warm and inviting, while still professional and easily recognizable. The design had to appeal to a diverse audience — Africans, West Indians, and Caribbeans.
My Approach
A concept-first design process focused on storytelling through form, symbolism, and visual tone.
To bring BIG African Superstore’s vision to life, I focused on creating a brand identity that felt as culturally expressive as it was commercially functional. The solution began by identifying a core metaphor: fresh produce as identity. From there, the letters of “BIG” were imagined not as static type, but as dynamic forms that could embody flavor, color, and movement; much like the ingredients found in an African market. Rather than relying on generic typography or overly literal symbols, the approach centered on transforming type into storytelling. The “I” in particular was designed to resemble an African bell pepper - a subtle yet powerful nod to the culinary culture at the heart of the brand.
Visual Identity
A vibrant and expressive identity system shaped by color, typography, and symbolic form.
The core of the identity is the custom logotype. To convey warmth and approachability, the Brevia typeface was modified with rounded curves and soft edges, giving the logo a handcrafted, human touch. This customization adds personality while preserving legibility, especially important for a retail environment. The color palette includes: Folly (vibrant red) - passion, spice, energy, Mantis (fresh green) - freshness, nature, health, Carrot Orange - warmth, friendliness, abundance, Black Bean and White - contrast and clarity, suitable for print and digital use. This palette, combined with the playful letterforms, creates an identity that is both modern and rooted, capable of adapting to physical packaging, storefronts, online ads, and branded content.
Key Attributes:
Playful, food-inspired letterforms that enhance recall
A warm, urban feel that connects with a multicultural audience
A flexible system that translates across platforms and scales
More Works