Fritters & Roast
BRIEF
Fritters & Roast is a brand created by Oluwatobi “Tobi” Osobukola-Abubu. Her brand’s mission is to offer quality, tasty traditional Nigerian street food in an easily accessible way. They sell vegan, healthy Nigerian finger foods for takeout and large events in the DC area. I helped Tobi shape her brand through packaging, starting from a friendly connection that grew into a strong friendship.
PROCESS
Research & Discovery > Concept & Iterate > Rollout & Refine
RESEARCH & DISCOVERY
I met Tobi because we were neighbors in Washington, D.C.. As we grew closer, she revealed that her startup business needed brand support. Our friendship blossomed as we collaborated to develop the Fritters & Roast visual identity.
In the process, Tobi shared her Nigerian background and culture with me, and it has been a pleasure to bring this celebration of Nigeria to communities in the DMV.
CONCEPT & ITERATE
We explored iterations of logos through sketching to finalize and refine the design. Inspiration was drawn from Ankara and Adire fabric patterns, reflecting Nigeria's rich cultural heritage. The color palette was specifically influenced by the vibrant colors of the Nigerian flag, adding a meaningful and authentic touch to the brand creation process.
ROLLOUT & REFINE
The approach involved refining the visual identity and product packaging concurrently with product development and testing. We ran many small print tests ad hoc marketing materials and event collateral for pop-up events.
Notably, a significant portion of Tobi's marketing efforts centered around community building through in-person interactions. This hands-on iterative process of refining products and marketing initiatives exemplified Tobi's commitment to a holistic and integrated approach to brand development.
