A Taste of Heritage
Boat & Sue is more than a brand—it’s a celebration of West African culture brought to life through its vibrant, high-quality food offerings. Founded by two Ghanaian-South African women with a shared passion for introducing the flavors of West Africa to South Africa, the brand serves as a bridge between traditions and modern culinary experiences.
Rooted in the founders’ immigrant parents’ legacy, Boat & Sue reflects a commitment to community, authenticity, and cultural pride. With a focus on Millennials (28–43), the brand seeks to inspire curiosity, connection, and a deep appreciation for the richness of West African heritage.
The Vision Behind the Brand
At its core, Boat & Sue is about more than food—it’s about fostering a connection to the vibrant traditions of West Africa. The tagline, “A Taste of Heritage,” encapsulates the brand’s mission to offer not just meals, but an experience of warmth, pride, and authenticity.
Brand Identity
The brand identity was designed to reflect Boat & Sue’s quality and cultural pride ethos while appealing to modern aesthetics.
Typography: The chosen typeface combines boldness with elegance, reinforcing the brand’s modern yet heritage-inspired feel.
Logo: A monogram of “BS” was selected as the centerpiece, crafted to exude sophistication and timelessness. The design avoids overused culinary symbols, opting instead for a clean and versatile aesthetic that radiates quality.
Color Palette: Inspired by West African traditional materials, rich hues of dark yellow, dark brown, dark red, and dark blue were chosen to evoke warmth, pride, and cultural richness. These colors create a cohesive and striking visual identity that is memorable and inviting.
Visual Language
Imagery focuses on the textures and colors of West African cuisine, celebrating its vibrancy and depth. Whether showcased in social media visuals or packaging, the designs communicate both heritage and sophistication.
Crafting Community Through Culinary Excellence
Boat & Sue strives to do more than offer food; it fosters a community that appreciates the richness of West African flavors. With a commitment to exceptional service, the brand positions itself as the go-to for those seeking authentic, high-quality culinary experiences.
As the founders like to say, “Boat & Sue isn’t just a name—it’s a story. It’s our heritage. And now, it’s yours to discover.”
