Retail brand Fula Flavour is a West African–inspired food and drinks company based in Sheffield. Founded by Hawa Talbot, originally from Guinea, the brand brings authentic recipes and vibrant flavours from West Africa to the UK.

We developed a brand identity that is both modern and dynamic, while maintaining a clear and meaningful connection to the rich cultural heritage that inspires it. The result is a distinctive and engaging brand designed to delight the senses and celebrate the spirit of West African cuisine.

As part of the project, we developed an extended product range, including Djembe Hot Sauce. This range was designed to stand as a brand in its own right, while still drawing on the core visual identity of Fula Flavour.

The creative direction centred around musical instruments, reinforcing the “heat with an African beat” strapline. The djembe—an iconic West African drum—became the key inspiration. The label design features the textured surface of the drum, which also subtly represents a rising sun on the horizon, creating a bold and meaningful visual connection to both music and culture.