The CBF Express
A Dubai-based West African fine dining supper club brand aiming to share the interconnectivity of rich West African culture through the medium of food. The first of its kind.
Concept
The CBF Express is a West African fine dining supper club brand owned by a Nigerian chef aiming to share the interconnectivity, history, and culture of West Africa through food. The aim of the design was to arrive a visual identity that was versatile enough to highlight various parts of West African culture. And avoid the caricature of West African iconography that is often populated in the media. We started with the logo. Because it is a fine dining experience the client wanted something that reflected the luxury of this affair. This is reflected in the minimalism of the logo. As well as the bold sleek lines that create the logo symbol. By combining the letters C, B, and F, the head of a traditional locomotive train is created to reflective the themes of interconnectivity and travel across the region of West Africa, which is integral to the brand identity.
Execution
The CBF Express produces a new menu each month. This presents an opportunity to showcase a visual element of West African culture that is connected to the brand theme of interconnectivity. These visual themes are also represented in the curation of the social media page. The CBF Express aims to share the vibrancy of West African culture through personal stories of food and connection. This is accomplished through carousel posts on instagram, and creation of a newsletter that shares recipes, announcements and highlights.
