2020 Winner
Communication Design
Yolélé
Yolélé
Category—Identity
2020 Winner
Communication Design
Yolélé
Studio
Pentagram
Designer(s)
Emily Atwood, Jake Masakayan, Jack Roizenthal, New York
Client
Yolélé
Additional Credits
CREATIVE DIRECTOR:
Paula Scher
CLIENT:
Yolélé
PRINCIPAL TYPE:
Yolélé
DIMENSIONS:
20 x 30 in.
(50.8 x 76.2 cm)
CONCEPT:
Yolélé is a purpose-driven African food company committed to transforming communities in rural West Africa. It was founded by both Pierre Thiam, the celebrated Senegalese-born chef, restaurateur, and activist, and the food entrepreneur Philip Teverow. Pentagram designed the identity for Yolélé and packaging for its first product, a line of fonio, an ancient grain that is similar to quinoa. Thiam saw Paula Scher’s map painting of Africa and wanted to commission a drawing for the Yolélé brand. The designers extended this into a visual language, including custom hand-drawn typography and icons. The map highlights the area of West Africa where fonio is grown.
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