Nando’s first global range of takeaway packaging was developed to provide premium packaging and a unified brand experience across all markets. The copy had to explain the virtues of the never-seen-before pack functionality; and, furthermore, had to imbue each pack with Nando’s indispensable wit. The packs are used in markets as disparate as the UK, Pakistan and Zimbabwe, so the English needed to be both readily accessible and culturally considerate. Some packs are used exclusively for certain menu items; others are used for multiple items and therefore featured generic messaging.
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