Shumba Group
From flagship product to group identity
Shumba Group came to Kitchen through Hats 'n Rabbits, a leading creative agency in Johannesburg. Built on a portfolio of agricultural products across Africa, the group needed an identity that unified its offering without losing what made it trusted from the start.
Rather than introducing something entirely new, we looked inward. Shumba's flagship product carried a lion illustration, detailed, realistic, printed in four colors. Powerful in its own right, but not scalable as a group identity. We replaced it with a custom roaring lion mark, bold and graphic, designed to work across every format and context. Authoritative and rooted in the values embedded in the name itself: protect, care, innovate.
The system extends across packaging, digital platforms and communications, consistent in every context, built to grow with the group across African markets.
Kitchen didn't reinvent Shumba. They revealed it. The lion mark they created felt instantly familiar to the farmers who had trusted the brand for years, and immediately right to those seeing it for the first time.
Johnny Marques
CCO, Hats 'n Rabbits
