Vegan Rasta

Jahson Peat, a Peckham-born food entrepreneur, needed a brand to launch his street food across UK festivals. As part of FSC’s Incubator scheme, we created a brand that is representative of Jahson’s vibrant personality and celebrates Rastafarian culture, avoiding the clichés usually associated with it. 

Rastafari has strong political undercurrents therefore I took inspiration from protest art, giving the graphics a screen printed effect combined with bold colours and statements. Through interviews with Jahson I came to understand the significance of Scotch bonnet peppers to his style of cooking, not only because they are a key ingredient but also because they share the Rasta colours and represent “the fire of the Ethiopian people”. I designed a series of backgrounds using these interspersed with a lion’s head, which is a prominent Rasta symbol. The colour palette is based on the different coloured turbans that Jahson wears for each specific day of the week. The logotype choice is inspired by the calligraphic shapes of the Amharic alphabet, the language of Ethiopia.