Papayo
A juice stall on Kissy Road becomes a bottle you spot from across the street.
- Client
- Papayo Juice Co.
- Where
- Kissy Road, Freetown
- What we did
- Name, identity, packaging, launch
- Ride time
- 10 weeks · 2025
What changed
- 3×Bottles sold per week. One stall became one stall and two shops.
- 41Shops asking to stock it by month six.
Stop 01 · Pick-up
Great juice. No name.
Aminata had sold fresh papaya and ginger from a stall on Kissy Road for six years. Regulars loved it. Everyone else walked past, because the plastic bottles looked like every other bottle on the street.
She wanted to get into shops. Shops wanted a brand they could put next to imported juice and not apologise for.
Stop 02 · The route
A name you can shout.
We spent a week at the stall listening to how people actually ordered. Nobody said “papaya juice”. They said “give me the yellow one”. So the name had to be short, loud and easy in Krio, English and traffic: Papayo.
Sia drew the sun. Bintu built a label that wraps the bottle, so you can read the name from any side and from across the road.
Stop 03 · Drop-off
From stall to shelf.
We handed over the label files, a shelf wobbler, a stall banner and a one-page guide for whoever prints next. Yeama wrote flavour names people repeat: Sun Up, Ginger Kick, Late Bus.
Six months later Papayo is in 41 shops across Freetown, and the stall has a queue.
What we made
Piece by piece.
The labelWraps the bottle so the name reads from any side.
The rangeSun Up, Ginger Kick, Late Bus.
The stall bannerWritten the way people already order.
The shelf wobblerFor the first 41 shops.
The kit we handed over
Loud on purpose.
Palette
- Papaya#FFC400
- Leaf#0E7A3D
- Mint#7ED3B2
- Seed#12100D
Type
Fraunces Black for the name, set tight so it reads at ten metres. Archivo for ingredients and prices, because a label is also a menu.
“Shout it. Then pour it.”
“People used to ask what we sold. Now they ask which flavour.”
Who rode on this one
KadiCreative Director
SiaIllustrator
BintuDesigner
YeamaCopywriter