Yolélé

Yolélé is a purpose-driven African food company committed to transforming communities in rural West Africa. It was founded by both Pierre Thiam, the celebrated Senegalese-born chef, restaurateur, and activist, and the food entrepreneur Philip Teverow. Pentagram designed the identity for Yolélé and packaging for its first product, a line of fonio, an ancient grain that is similar to quinoa. Thiam saw Paula Scher’s map painting of Africa and wanted to commission a drawing for the Yolélé brand. The designers extended this into a visual language, including custom hand-drawn typography and icons. The map highlights the area of West Africa where fonio is grown.