Festac NYC
Revitalizing a Brooklyn gem with a brand transformation that reflects its vibrant cultural roots and modern flair.
Project Overview
Scope: Brand Strategy & Brand Identity
Team: Kat Araujo, Abbey Lelina, Kimberly Tran, Gianna Ramos
Engagement: High Noon
Festac, a Brooklyn-based Nigerian restaurant, recognized the need for a complete brand transformation as it approached its 10th anniversary and expanded to include a full bar and lounge.
The restaurant's identity felt outdated, and they aimed to elevate their story and visuals to reflect their journey better. To initiate the process, Afternoon Culture collaborated closely with the Festac team through discussions and comprehensive research to identify necessary changes while honoring the restaurant's roots.
Founded by Abiodun Imasuen after immigrating from Nigeria in the 1980s, Festac has evolved into a vibrant Afrobeats destination for young Brooklynites. This partnership revealed the essence of their brand, leading to the development of a new strategy and visual identity.
Drawing inspiration from Festac '77, the significant international arts and culture festival held in Lagos, Nigeria, we created a primary mark that pays homage to the festival while infusing movement into secondary marks to capture the restaurant's lively atmosphere.
The resulting brand transformation honors Festac’s heritage and positions it as a contemporary gathering spot celebrating Nigerian culture and cuisine.
