Ovina Yetu
BRANDING SYSTEM
Ovina Yetu, which means “Our Product, Our Thing” in Umbundu, is a foundation created by Chef Helt Araújo. Its aim is to uncover and document the rich and lesser-known gastronomic traditions of Angola, preserving ancestral knowledge and promoting sustainable culinary practices.
Angola from root to plate, with feeling and innovation
AIM
The objective was to create a communication system to showcase the cultural and gastronomic diversity of Angola to both local and international audiences.
How do you convey the essence of these yet-to-be-discovered treasures? The idea was to communicate the flavours, feelings, and experiences surrounding traditional Angolan ingredients to diverse audiences who were unfamiliar with this ancestral knowledge.
STRATEGY
We developed a communication system using captivating local imagery that highlights the gastronomy, dances, beauty, landscapes, and vibrant people of Angola. This approach revealed the precious gastronomic secrets that are part of Angolan culture.
RESULTS
Ovina Yetu has established a significant presence in Angolan society, gaining support both nationally and internationally, including from the United Nations.
We produced an impactful video to present the project at international events and created comprehensive communication elements, including an exhibition stand, invitations, social media content, and digital assets, ensuring a consistent and engaging message across all platforms.
