Shumba Group partnered with Kitchen to define a brand that reflects its strength and origin. Built on a portfolio of agricultural products across Africa, the group’s identity needed to unify its offering while staying deeply connected to what made it successful from the start.

Rather than introducing something new, we looked inward. The identity is rooted in Shumba’s flagship product range, whose lion mark has long stood as a symbol of strength and trust. We refined and elevated this visual into a new group identity, creating a bold and enduring mark that carries both recognition and meaning. The symbol expresses courage, protection, and responsibility. Values embedded in the name itself and in the group’s role across the continent. A clear and concise tagline, “Protect, care, innovate.”, reinforces this commitment and anchors the brand’s voice across all touchpoints.