Cajooma
Brand guidelines, Layout, Presentation
Cajooma
Brand guidelines
Cajooma
Brand guidelines, Layout, Presentation
Crafting Cajooma’s brand infrastructure that could work as relentlessly as the people behind it.
The challenge
Cajooma is a challenger cashew brand that grows, processes, and packs everything locally in Côte d'Ivoire instead of shipping raw nuts overseas. They had strong packaging and a clear story, but the rest hadn't been built yet. The challenge was creating guidelines that were both aspirational and genuinely useful for a brand that hadn't launched yet. Turning packaging components into a functioning system meant defining spacing, color applications, typographic rules, and usage guidelines across every context the brand would need. But documentation alone wouldn't cut it. The system had to prove itself through real applications to see where it flexed naturally and where it needed structure. Building the system by using it, so the guidelines would hold up when the brand went live
Crafting Cajooma’s brand infrastructure that could work as relentlessly as the people behind it.
The challenge
Cajooma is a challenger cashew brand that grows, processes, and packs everything locally in Côte d'Ivoire instead of shipping raw nuts overseas. They had strong packaging and a clear story, but the rest hadn't been built yet. The challenge was creating guidelines that were both aspirational and genuinely useful for a brand that hadn't launched yet. Turning packaging components into a functioning system meant defining spacing, color applications, typographic rules, and usage guidelines across every context the brand would need. But documentation alone wouldn't cut it. The system had to prove itself through real applications to see where it flexed naturally and where it needed structure. Building the system by using it, so the guidelines would hold up when the brand went live
Crafting Cajooma’s brand infrastructure that could work as relentlessly as the people behind it.
Cajooma is a challenger cashew brand that grows, processes, and packs everything locally in Côte d'Ivoire instead of shipping raw nuts overseas. They had strong packaging and a clear story, but the rest hadn't been built yet. The challenge was creating guidelines that were both aspirational and genuinely useful for a brand that hadn't launched yet. Turning packaging components into a functioning system meant defining spacing, color applications, typographic rules, and usage guidelines across every context the brand would need. But documentation alone wouldn't cut it. The system had to prove itself through real applications to see where it flexed naturally and where it needed structure. Building the system by using it, so the guidelines would hold up when the brand went live
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Crafting Cajooma’s brand infrastructure that could work as relentlessly as the people behind it.
The challenge
Cajooma is a challenger cashew brand that grows, processes, and packs everything locally in Côte d'Ivoire instead of shipping raw nuts overseas. They had strong packaging and a clear story, but the rest hadn't been built yet. The challenge was creating guidelines that were both aspirational and genuinely useful for a brand that hadn't launched yet. Turning packaging components into a functioning system meant defining spacing, color applications, typographic rules, and usage guidelines across every context the brand would need. But documentation alone wouldn't cut it. The system had to prove itself through real applications to see where it flexed naturally and where it needed structure. Building the system by using it, so the guidelines would hold up when the brand went live
Product pack anatomy
Product pack anatomy
1
Brand Strapline
Secondary typeface meant to provide product info on the pack but lacked legibility for digital applications
2
Primary wordmark
Bespoke font lock-up had to harmonise with the rest of the typographic choices
3
Adinkra symbols
4 graphic devices tied to flavour profiles, but it’s other applications were unexplored
4
Product hero
Product photography for each flavour profile, the rest of photography principles unexplored
© 2026 Elizaedit Ltd
© 2026 Elizaedit Ltd
© 2026 Elizaedit Ltd