The Visual and Verbal Language of Nando’s
The visual language of the Nando’s brand is easily recognisable from their logo to the iconic bird in their logo being the Barcelos cockerel as well as the iconic Nando’s periometer.
Nando’s has a very strong story behind them, they have this story on all their menus to share with their customers and let them feel apart of the Nando’s journey, and to give the idea that Nando’s is a lot more than just a restaurant, but to give you the feeling of Family and that you as the consumer are apart of their family as well, throughout a Nando’s restaurant, they use their iconic red colour as well as their famous Nando’s bird being the Barcelos cockerel. This Bird is an icon and plays a huge effect on the visual identity of the brand, any person who knows of Nando’s would easily be able to identify the bird and name it the Nando’s bird.
- he Nando’s periometer is also a large factor of the Nando’s brand, they have used strong rich African colours to represent the different strengths of peri-peri for their chicken and it a great and unique way for customers to be able to identify the different strengths of heat/flavour when deciding what meal to go for.
One thing that really stood out to me when doing research for this blog post was the new angel that Nando’s has been using in terms of the angel when writing, on all the stories of Nando’s, you would know that Nando’s started in 1987, Nando’s has decided in order to celebrate this, to have all their headings at an 87 degree across all their designs. I think that this is something great and bold to do, it’s different so will make the customer wonder why it is being done and with the consumer knowing that there is always more up the sleeve of the marketing department as Nando’s it will make them curious and to re-learn the rich story of Nando’s.
The brand has created their own font to use for their Logo and other marketing efforts, the font allows the consumer to have the perception of a certain way that the brand speaks in terms of dialect, that relates back to the voice and tone used when Nando’s does any marketing whether it be TV ads, Radio ads, or any print advertising, when consumers read the ad’s they associate it with a cheeky tone. In terms of the way Nando’s markets itself, it is an extremely cheeky approach to marketing, they are always the first to come up with some sort of great campaign around any world event or situation that sparks headlines. They have a way of making some serious situations seem a lot more light hearted and to bring a smile to almost every face that sees their ads. An example of this would be the Load Shedding that we are dealing with in South Africa, Nando’s came out with an Ad in 2015 that made light hearted fun of the Load Shedding in South Africa as well as promoting people to come and eat at Nando’s when the power is out and the advertised a special that they were currently having at that point in time. Here is a link to the ad https://www.youtube.com/watch?v=r3x18auzFFg. This is something that definitely resonated with a lot of South Africans, with the gentleman in the video also saying “Hello darkness my old friend” quoting the iconic song ‘Sound of Silence’ from Simon & Garfunkel, this is a very popular song that many people are familiar with, this became the talk of the town for awhile with people quoting “Hello darkness my old friend” every time there was Load Shedding, immediately making the consumer think of Nando’s as well.
In conclusion, Nando’s has a very unique way of advertising themselves and have taken one step further with breaking the rules in branding themselves and making sure that they stand out from their competition.
Sources:
https://www.creativebloq.com/branding/nandos-reveals-cheeky-new-visual-identity-11618922
https://www.behance.net/gallery/34184719/New-Nandos-Global-Visual-Identity-System
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