Sizzle Central
SERVICES: VISUAL IDENTITY DESIGN, PACKAGE DESIGN, APPAREL DESIGN, ART DIRECTION
Sizzle Central is a ghost kitchen serving charcoal-grilled food in Lagos, Nigeria.
The food scene in Lagos is as busy as the city itself. So, for any new entrant into the space, branding is crucial in capturing and retaining the attention of Lagosians.
In light of this, we excitedly took on the challenge to make Sizzle Central unignorable amidst the noise.
Positioning
“There’s no party like a Lagos party.” - Bankole Wellington (2009)
The saying is true. Lagosians work hard and play harder, and no one in Lagos plays as hard as our target audience— older Gen Z and younger Millenials.
In positioning Sizzle Central, we mirrored the vibrance of the city as seen by our audience. Simply put, Sizzle Central is here for a good time. If we’re throwing adjectives around, think: bold, extravagant, energetic, daring… spicy… saucy… sizzling.
Cue the brand’s tagline: Spicy. Saucy. Sizzle.
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SPICY
Spicy marinades are made in-house
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SAUCY
The wings are thoroughly coated in sauce
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SIZZLE
Then they sizzle away on the grill
The visual direction had to match the boldness of the flavours. So, we went bold across the board— bold typography, bold colors, bold patterns.
