Long before a meal is served, Nando’s has already started telling its story. Not through advertising, but through the walls of its restaurants.
The Story
Ask someone what they know about Nando’s, and they’ll probably mention PERi-PERi chicken, cheeky advertising, or South African heritage. What many don’t realise is that Nando’s is also one of the world’s largest collectors of contemporary Southern African art.
Since partnering with the Spier Arts Trust in 2002, Nando’s has built a collection of more than 30,000 original artworks, displayed across more than 1,200 restaurants worldwide. The collection represents work from hundreds of Southern African artists and has become the largest publicly displayed collection of contemporary Southern African art in the world. (Nandos art collection)
It’s an investment that rarely features in marketing campaigns, yet it quietly shapes how millions of customers experience the brand every year.
Visibility Beyond the Logo
Most restaurants use artwork to decorate a space. Nando’s uses art to express its identity.
Every restaurant becomes an extension of the brand’s story, celebrating the creativity, diversity and culture of Southern Africa. No two restaurants are exactly alike because the artwork is original, creating an experience that feels considered rather than replicated.
That’s an important distinction.
Visibility isn’t built only through logos, colours and advertising. It’s also built through the environments people spend time in. The strongest restaurant brands understand that every wall, every table, and every customer interaction communicates something about who they are.
Investing in Creativity
The collection isn’t simply about acquiring artwork.
Through its long-standing partnership with the Spier Arts Trust, Nando’s supports artist development programmes including Creative Block and Creative Exchange, providing emerging and established artists with mentorship, exposure and opportunities to earn sustainable income from their work. More than 350 artists have benefited from these initiatives over the years. (Nandos and art)
The result is a model where brand investment extends beyond business objectives and contributes to the broader creative economy. Customers may come for the food, but they also encounter original African art that might otherwise remain inside galleries or private collections.
A Different Kind of Brand Consistency
Consistency is often misunderstood. It doesn’t mean every location should look identical. It means every location should communicate the same idea. Whether you’re dining in Johannesburg, London or Sydney, the artwork reflects the same commitment to Southern African creativity. The pieces may change, but the message remains consistent.
That’s what people remember.
The Visibility Perspective
Many brands spend millions trying to attract attention. Nando’s chose to create places worth paying attention to. Its art collection demonstrates that visibility isn’t always achieved by speaking louder than everyone else. Sometimes it’s achieved by giving people something meaningful to notice.
The artwork isn’t there to sell chicken. It’s there to tell a story about where the brand comes from, what it values and who it chooses to support.
That’s branding people experience rather than simply observe.
The Last IImpression
Brand visibility doesn’t begin when a customer sees your logo. It begins the moment they step into your world. For more than two decades, Nando’s has shown that the most memorable brands don’t just decorate their spaces, they use them to tell stories.
Sometimes, the most powerful piece of branding isn't on the menu at all.