Bazala Brand Identity

Our client wanted to launch a South African-themed restaurant in an area of the country
popular with international tourists. As South Africa is saturated with ‘Proudly South African’
marketing messages, we needed to up the ante. With 11 national languages and multiple
cultures, we also needed a fresh brand identity that would attract and delight international
customers whilst remaining authentically true for South Africans.

The result is Bazala – translated affectionately as ‘cousin’ and featuring South Africa’s
country code, ZA, at its heart. From its resident busker to its good-news themed newsprint
wallpaper, mixed bread platters, talk-like-the-locals menus, upbeat homegrown playlists
and indigenous eco selfie chair, Bazala is 100% Positively South African – an unmistakably
upbeat celebration of our colourful ingenuity and hospitality.