The Cultural Connection
Mikate—golden, pillowy fried dough bites—are more than just a snack in Congolese culture. They carry the warmth of family gatherings, the laughter of childhood, and the hospitality of aunties who always have a fresh batch ready. Traditionally found at African weddings and community celebrations, mikate symbolize home. But outside of these occasions, they remain surprisingly inaccessible. Making them requires time, patience, and the willingness to deep-fry—a step many would rather avoid. Enter Mikate Flavour, Geneva’s first and only mikate delivery service.
The Vision
Founded by Jonathan, a young Congolese entrepreneur in his 30s, Mikate Flavour set out to streamline the experience—bringing fresh, high-quality mikate to all age groups, whether they were nostalgic Africans missing home or food lovers eager to discover something new. Launched during the COVID-19 pandemic, the business offered a comforting, indulgent escape for those unable to travel, cutting through the hassle of making mikate at home. The goal? To shift mikate from a special-occasion treat to an accessible delight for everyday enjoyment.
“Mikate Flavour was a passion project—bringing a piece of home to Geneva. The branding captured exactly what I wanted: warmth, nostalgia, and a fresh, modern feel. It made mikate more than just a snack; it made them an experience.” – Jonathan, Founder of Mikate Flavour
The Challenge & The Legacy
Breaking away from food logo clichés wasn’t easy. How do you visually represent mikate without defaulting to the obvious? The solution was subtle but intentional—leaning into feeling rather than form, storytelling rather than stereotypes. The project explored how cultural foods can be presented in new ways. The photography remains a strong visual record of that effort.
Crafting a Unique Identity
The challenge was clear: most ethnic food brands relied on predictable visuals—pizza illustrations for pizza, doughnuts for fried dough. We had to break the mold. The branding leaned on the jester and caregiver archetypes, striking a balance between fun and warmth. The color palette was soft and inviting, evoking the joy and pleasure of a simple yet indulgent snack. The logo—a custom lettering design—gave a hipster touch, modernizing the brand without losing its cultural roots. This approach positioned Mikate Flavour as fresh, stylish, and open to all ethnicities, rather than locked into a niche identity.
Elevating the Experience with Design
Many ethnic entrepreneurs overlook high-end design, which was a key differentiator. We invested in vibrant, premium product photography, ensuring the visuals on social media and the website matched the indulgent quality of the product itself. This strategy set Mikate Flavour apart, elevating it beyond the typical homemade aesthetic. A simple packaging mockup was also created, balancing the constraints of a small budget while ensuring the brand’s first phase was polished and professional.
