Amens Foods is a family- run food products and services company. I was approached to help launch their vanguard product, Jollof Paste! and was tasked with creating the branding and product packaging. The founder and I worked together to bring the vision to life, our process was rooted in strategic decisions we agreed upon in the brand strategy phase. It was important for us to get the execution right as we wanted to showcase the Afro Caribbean influences. The community exudes energy, liveliness, and vibrancy which we needed to be portrayed via their branding. As a result we came to the following result which we believed captured this.