Tumaini is a supermarket founded by two former retail employees in the spirit of entrepreneurship, brotherhood and homegrown pride. The supermarket brings quality and variety products to Kenyans on the outskirts of the city who are often ignored by large retailers. Tumaini approached ARK to re-design it’s brand identity as they reached a critical stage in their growth and expansion.
We refined the sun metaphor which was the soul of the original brand and gave it more prominence and polish as it grew to include urban markets and expand its suburban reach.
Our color scheme is brighter to give the brand increased recognizability in a saturated visual environment and to allow for low light visibility. The logo font was adjusted to give it more balance and increased legibility