From Esculent Eats to WURA
A Story of Growth, Clarity and Legacy.
Let’s face it, rebrands don’t usually start with logos, colors, or fonts. They start with discomfort. That quiet feeling that something isn’t quite right anymore, even though things are working. That was where we found ourselves.
Back in 2024, the business was called Esculent Eats. Beautiful name, but let’s be honest, every introduction came with a pronunciation lesson, a spelling correction, and a long explanation of what it even meant. By the time we finished explaining the name, the story of the food had already been lost. And deeper than that, the name itself was telling the wrong story.
People thought we were a fitness brand. Some thought we were a restaurant. Others thought we did it all — catering, pickup, ready-to-go meals, meal prep, you name it. Truthfully? We were doing everything. Too much of everything.
There comes a time in every growing business when you have to pause and ask yourself, “What exactly are we building?” For us, that moment marked the beginning of clarity. We didn’t want confusion anymore. We wanted focus. We wanted alignment. We wanted a brand that could grow into a household name, something meaningful, memorable, easy to pronounce, and deeply rooted in who we are.
And that’s when WURA found us.
WURA isn’t just a name. It’s legacy. It’s family history. My grandmother and aunt ran a sit-down restaurant back in the day, the kind where food brought people together and meals felt like home. But when WURA was born, the world looked different. COVID had just shifted how people ate, lived, and connected. Delivery wasn’t a trend, it was survival. So instead of a dining room, we built something else: a way to bring home to your door.
WURA means Gold, and when we sat with that meaning, everything clicked.
Gold isn’t loud.
Gold isn’t rushed.
Gold holds value.
That’s what we’re building. This rebrand wasn’t about looking “bougie.” It wasn’t about chasing trends. And it definitely wasn’t about greed. It was about building a brand that finally matched the vision.
Yes, the name changed. The logo changed. The website experience changed. Our packaging is evolving from vacuum-sealed bags to compostable trays. Our shipping now carries WURA proudly, with branded tape and plans for fully custom boxes. Behind the scenes, we’re improving recipes, upgrading quality, and rolling out QR codes so customers can easily access nutrition information for every meal.
But what didn’t change?
The heart.
The mission.
Our commitment to authentic African food.
And our promise of quality without compromise.
If anything, the quality went up. Prices shifted slightly, not because of the rebrand, but because the economy has been showing everybody pepper. Ingredient costs change weekly. Suppliers adjust prices constantly. And like any business that wants to survive and stay honest, we had to adapt.
But hear this clearly: WURA is premium by quality, not by greed. Each meal serves two. Compared to restaurants, we’re still accessible. And our goal remains the same, to make African food easy to enjoy and convenient.
No long cooking hours.
No stressful grocery trips.
No pile of dirty dishes.
Just good food, ready in minutes.
This rebrand was about alignment. About growth. About clarity.
And this? This is just the beginning. Welcome to WURA!