Giramundo Restaurant
Brand Identity development
At Switch Branding and Design
Background
Giramundo is a flame-grilled chicken franchise with humble beginnings in Alexandra, Johannesburg, in 2007. It was acquired by Famous Brands in 2010 as a challenger to the mainstream grilled chicken category. The name Giramundo means “Around the world” in Portuguese.
The Brief
The brief was to design a proprietary typeface that reflected the eclectic Mozambican / African personality of the brand in line with it’s pay-off line, “If it’s not Giramundo it’s not perfectamundo.”
The Solution
The original owners of Giramundo could not afford conventional signage for their outlet and like in many informal settlements in South Africa, Mozambique and Angola, used a mix of cut-out old advertising boards and handwritten copy for their menu boards and signage. Instead of conforming to other generic brands under the Famous Brands flag, we convinced the holding company to keep this unique quirk of the brand. Two imperfect hand-drawn upper and lowercase fonts were combined to form a legible typeface that reflects the honest origins and essence of the brand.
The font is called Giramundo Combo.
