Building the brand behind Nigeria's neighbourhood marketplace
About Okafo Partners
Okafo is a modern Nigerian marketplace brand built for speed, convenience, and repetition. Operating through small, efficient neighbourhood hubs, Okafo delivers fast native meals, car wash services, and last-mile logistics — all powered by smart AI systems. Inspired by the traditional Igbo marketplace, the brand set out to bring daily essentials closer to people, reliably and affordably. Their mission is simple: “Where the market comes to you.”
30,000+
Hours delivered back to the business
100+
SOX compliance in Settlement process automation
95+
Success rate of bot case completion
6+
For functional release of OBT, RTS and OGS
The Challenge
- Brand from scratch: Launching a multi-service marketplace required a visual identity and voice that could carry three distinct sub-brands — Okafo Eats, Okafo Go, and Okafo Wash — under one cohesive roof.
- Cultural authenticity vs. modern appeal: The brand needed to honour its Igbo marketplace roots while feeling fresh, digital-first, and credible to a tech-savvy Nigerian audience.
- Multi-vertical consistency: With three service lines, every touchpoint — app screens, packaging, social media, and physical signage — had to feel unified without losing each sub-brand's individual personality.
- Speed to market: A hyper-local delivery brand lives and dies by execution speed. The brand system needed to be deployable fast, across print, digital, and physical environments simultaneously.
Our Solution
TSM built Okafo’s complete brand identity from the ground up, creating a visual system rooted in culture and built for scale:
- Designed the Okafo master logo and the "Eye of Observation" logomark — a minimalist symbol inspired by the traditional Igbo marketplace canopy, conveying neighbourhood trust, reliability, and cultural rootedness.
- Developed the full sub-brand visual system for Okafo Eats, Okafo Go, and Okafo Wash — each with a consistent parent identity and enough differentiation to stand alone in their category.
- Established a vibrant, culturally grounded colour palette: Hunter Green (#194E00), Canary Yellow (#FFE601), Pale Yellow (#FFF493), and Pumpkin Orange (#FF8400) — each chosen to reflect energy, warmth, and community.
- Created comprehensive brand guidelines covering logo usage rules, typography system (Helvetica Neue), colour application, tone of voice, and logo don'ts — giving the team a clear playbook to scale with.
- Delivered a scalable brand system production-ready for digital platforms, mobile apps, physical hub signage, and social media from day one.
The Benefits
- A complete, deployment-ready brand identity across all three service verticals from a single cohesive system.
- Consistent visual language that scales from app screens and social media to physical neighbourhood hubs.
- Cultural authenticity embedded in every design decision — a brand that feels Nigerian, not generic.
- Comprehensive brand guidelines that empower the team to grow, hire, and partner without losing visual coherence.
Built with the right tools
Figma | Adobe Illustrator | Adobe Photoshop | Brand Strategy | Motion Design
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What happens next?
We Schedule a call at your convenience
We do a discovery and consulting meting
We prepare a proposal
