Launching Ethiopia Anywhere
Shirowhat is a proud Ethiopian and woman-owned company that believes food is about new experiences and spreading joy. Cooking Ethiopian food is a labor of love, and shirowot, a popular chickpea stew is the ultimate unifier. The founder, a nurse, who immigrated to the U.S. when she was 18, aims to spread the Ethiopian spirit of generosity and a taste of her home to the masses. And just like that, a dip was born.
Our strategy – deliver stand-out branding with memorable packaging design that celebrates the female face of the brand and her Ethiopian roots. We kept the branding and voice warm and approachable to U.S. consumers that are less familiar with Ethiopian food.
BRAND VOICE & POSITIONING
BRAND IDENTITY SYSTEM
FOOD PACKAGING DESIGN
E-COMMERCE WEB DESIGN & DEVELOPMENT
We designed a bold brand identity system using the face of the founder, and her friendly smile and warm nature that she is known for. The custom illustration and chunky modern typography paired with playful patterning creates a very strong shelf blocking effect in stores. The color palette is warm and saturated, inspired by the rich color of the sauce and berbere, a fiery hot spice blend that is bursting with distinctive flavor that turns chickpeas into something incredible.
Bold Packaging Design for CPG brands
Shirowhat wants to educate customers about Ethiopian cuisine, so they can highlight what’s familiar about shirowot to make it seem not so foreign, and more inclusive.
We delivered a brand voice with key messaging that is welcoming and positions the brand as a flavor sherpa, urging consumers to try something new or eat outside their comfort zone.
Berbere is our secret ingredient, don’t tell anyoneShirowhat
Ethiopian chickpea magicshirowhat
Ethiopian when you want itshirowhat
Berbere, hard to pronounce & impossible to forgetshirowhat