Basic Foods

National

 

Basic Foods is a national Wholesale Food Suppliers based in Bulawayo, Zimbabwe.

In order to distinguish itself in an already crowded market, Basic Foods required a more modern, European Corporate Identity.

Due to low levels of literacy the logo had to be easily recognisable without being "read". This was reinforced through the use of blue and red which are traditional colours used, in Southern Africa, for the marketing of Maize Meal (Basic Food's primary product). Because nearly all their products came in clear or white plastic bags, the logo was optimised for reproduction by flexography.

 

 

 

 

  • Designer:
  • J. Elphick-Pooley
  • Project:
  • Corporate Identity & Signage
  • Tools:
  • Macromedia FreeHand