Nigeria, is largely multi-ethnic, and with locals migrating to other cities in search of greener pastures, melting pots are quickly formed. Cultures are combined, some are strengthened, some are lost and some become something of a rarity. To avoid the confusion that cultural individuality can bring, these people tend to adopt a uniform way of living, like a ‘lingua franca’. There are parts of a man, that would always yearn for his origins, his heart and his ‘belly’, and of course, cuisine is culture. it is one of the best ways to understand the way of life of a people. THE BRAND Kells kitchen is a brand offering that ‘home away from home’ feeling, through traditional Nigerian (largely) and African cuisines. It was created in the spirit of representing and sharing culture in a multi-ethnic environment through food, in an authentic way, whilst still keying into the fast pace’ of this present time, online and offline, this is its uniqueness. THE IDENTITY In creating an identity system, the brand logo was expected to effectively represent both the fast food market and the organic local kitchen. attracting every type of person from hippie to classy to puritan, from native to foreigner and everyone in between. By testimony, I have effectively represented these in my design of this identity system. I have created a mark, that can ‘quite well’ replace ‘hot organic fast food’ in a pictorial sentence.