Behind the Brand

The goal of this project was to build a bold and instantly recognisable visual identity for Chicken Shack — a soul food-inspired fast-food restaurant based in France. With a focus on authenticity, flavour, and community, the rebrand needed to balance homemade warmth with visual impact, allowing the business to stand out while remaining approachable, vibrant, and scalable across physical and digital touchpoints.

SERVICES WE PROVIDED

THE SOLUTION

EXECUTION

While the food and experience were strong, the brand lacked a clear identity to visually express what made it unique. Chicken Shack needed to separate itself from competitors and be instantly recognisable to a younger, trend-conscious audience. The solution was a vibrant and modern brand identity that reflected their warmth, authenticity, and bold flavours — with rounded type, playful composition, and a strategic use of food-related colour psychology to evoke appetite, friendliness, and trust.