ABOUT

Concept
Fat Cousins is a culinary brand rooted in Botswana, food and community. The rebrand set out to express what sits behind the food: time, care, shared meals and the stories people carry with them.

The oxtail bone became the central symbol. Oxtail takes patience to prepare and is often enjoyed together, making it a meaningful starting point for an identity about connection and sharing.

Execution
I worked from the brand’s foundations, developing its story and direction in a Brand DNA book before building the visual identity. The system brings together an oxtail-inspired mark, warm colour, tactile textures, handwritten details and expressive illustrations. I then explored how these elements could work across editorial pages, printed pieces and brand applications.

Results
The project established a distinct visual language for Fat Cousins and a Brand DNA document to guide future creative decisions. The identity gives the brand a consistent foundation for sharing its food, stories and growing range of ideas.