Inspiration
Nando's provenance as a hybrid of South Africa, where it was founded, and Portuguese Africa, on which it bases its cuisine, is a perfect example of cross-pollination. The ‘Afro Luso’ concept, developed by Nando’s UK team, blends old and new, featuring African artists alongside non-Africans influenced by African sounds. This ‘house sound’ ties together in-restaurant experiences and advertising, reflecting how Nando’s has transcended its South African origins.

Strategic Factors
The sonic logo serves as a subtle emblem of Nando’s, reflecting its South African roots while appealing to a broad audience. It captures the brand’s core values—fun, upbeat, credible—while being distinctive, immediate, and simple.

Building Blocks

• Genre/Afro Luso: A fusion of authentic pan-African sounds with Western influences, creating a modern yet timeless sound.
• Percussion: Incorporates clave cowbell, shaker patterns, and djembe rhythms, all rooted in African traditions.
• Vocals: The "Ayo Ayo" chant is both memorable and culturally rooted, with flexibility for future use.
• Character/Mood/Tone: Upbeat, fun, and inclusive, with a distinctive African essence.

Talent
The sonic logo was crafted in collaboration with Onipa (K.O.G and Tom Excell), blending pan-African traditions with UK/African electronic music. Their work, known for fusing cultural influences, aligns with Nando’s spirit of blending tradition with modernity. Clash Magazine’s description of K.O.G’s music captures the essence of Nando’s energetic and vibrant brand:

“A searing, righteous piece of afro-futurism with a funky edge, a vibrant, rhythmic club burner that refuses to sit in one place.”