Portfolio

Two Brands.
Built From Scratch.

A food business that made it onto Shoprite shelves. A fashion boutique that broke into Temple Muse. Two Lagos SMEs, two complete brand transformations.

Folake's KitchenFoodÀṣàFashion

Food and Packaged Goods

Iya Folake's Kitchen
→ Folake's

Founded 2021 in Surulere. Great food. Invisible brand. Her name worked on a WhatsApp broadcast list. It did not work in a Shoprite buyer meeting.

9×Instagram follower growth in 90 days. Shoprite listing in 6 weeks.

Sample case study. All business names and figures are illustrative.

Before and After

Before

Iya Folake's Kitchen

  • Brand lived in a WhatsApp DP and handwritten label
  • Three different label designs, no consistent system
  • 412 Instagram followers, 0.8% engagement rate
  • Revenue plateaued at N1.2M per month despite exceptional food
  • Buyers asked: is this registered? Do you have a website?

After

Folake's

  • Clean trade name: Folake's. Ownable on packaging and social
  • Unified label system with kraft paper, earth-tone palette, single serif logotype
  • 412 to 3,800 Instagram followers in 90 days, 4.2% engagement rate
  • Shoprite Lekki listing closed within six weeks of the rebrand
  • Three corporate canteen contracts followed the identity launch

The positioning line

"The food your grandmother would approve."

Repositioned around a single specific truth: the food tastes exactly right, the way it is supposed to taste. Not fusion. Not modern. Exactly right.

Color Palette

Aso-Oke Terracotta

#C4602A

Dried Pepper Brown

#4A2A1A

Ogbomoso Cream

#F5EDD8

Ugwu Green

#3B6E4C

Aged Pot Black

#1A1410

The terracotta references Yoruba earthenware pots. The cream sits off stark white, pushing toward unbleached paper and artisan premium. The green appears sparingly as a freshness signal, never as the primary tone.

Brand Voice in Action

Product label

"Egusi Ground and Ready. Add your protein, your stock, and twelve minutes. Nothing else."

Instagram caption

"This is the jollof your mother was accused of making better than the next family's mother. We are not naming names."

Delivery app

"Folake's is a Lagos kitchen built around one standard: if it does not taste the way it is supposed to taste, we do not send it. Cooked right. Order by 12pm for same-day delivery."

Assured, warm, and exact. It does not use food-blogger language. It speaks to adults who know what good Nigerian food tastes like and want confirmation that this delivers.

Outcomes

9×

Instagram follower growth in 90 days

6 weeks

To close Shoprite Lekki listing after rebrand

3 contracts

Corporate canteen deals from the identity launch

Contemporary Fashion, Womenswear

Chisom's Boutique
→ Àṣà

Founded 2019 on Herbert Macaulay Way, Yaba. Contemporary Ankara silhouettes, loyal customer base, and a name that stopped her at the door of every upscale stockist meeting.

7×Instagram follower growth in 120 days. Temple Muse stockist in 8 weeks.

Sample case study. All business names and figures are illustrative.

Before and After

Before

Chisom's Boutique

  • Name tied to founder, not to the product idea
  • Three logo versions in active use, inconsistent product photography
  • Average order value stuck at N18,000 despite premium product quality
  • No wholesale catalog or lookbook for stockist enquiries
  • Caption voice tried to reach everyone and connected with no one

After

Àṣà

  • Brand name Àṣà (culture/heritage in Yoruba): ownable, specific, and Lagos-native
  • Unified navy and warm almond identity system across tags, packaging, and grid
  • 890 to 6,200 Instagram followers in 120 days, average order value to N42,000
  • Temple Muse Lagos stockist agreement within 8 weeks of identity launch
  • First lookbook generated four additional stockist enquiries in month one

The positioning line

"Dressed in what matters."

Repositioned from 'Ankara fashion' to 'contemporary Afrocentric fashion for the Lagos professional woman.' The brand stopped performing African identity and started reflecting a specific customer's self-image.

Color Palette

Indigo Night

#1B2240

Warm Almond

#D4A574

Bleached Linen

#F2EDE4

Midnight Fig

#3D1F2B

Copper Wire

#B5540B

The navy signals authority without corporate coldness. The almond and linen pairing references natural undyed textiles and Lagos light. No primary-colour Ankara references: this palette works for a brand that uses African fabric in its product but does not perform African branding in its identity.

Brand Voice in Action

Product launch

"The Ankara blazer you wear to the board meeting and to Afrobeats after. No changing. No explanation. Àṣà."

Brand story

"Chisom started in Yaba with sixteen pieces and a table. The table is the same table. What changed is everything around it."

Brand awareness

"Your outfit should not need an explanation. Àṣà, Herbert Macaulay Way, Yaba."

Assured, precise, and a little dry. The brand does not shout. The Lagos professional woman does not need to be sold to. She needs to recognise herself in the copy.

Outcomes

7×

Instagram follower growth in 120 days

8 weeks

To close Temple Muse stockist agreement post-rebrand

N42K

Average order value, up from N18K before the identity launch

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