Best Taste!
Brand Strategy
Brand Identity
Website Design
Challenge
The main hurdle was taking a poultry supplier known for its rigorous safety standards and diverse catalog—spanning from fresh cuts to ready-to-cook items—and giving them an approachable, memorable face. I needed to build trust around their exacting manufacturing methods while keeping the consumer-facing vibe friendly, appetizing, and highly recognizable on crowded supermarket shelves.
Process
I started by sketching a mascot that felt warm and reassuring. The thumbs-up gesture was deliberately chosen to subtly communicate approval and top-tier standards without sounding overly corporate. From there, I curated a warm, food-safe color palette centered around ‘Persian Red’ and ‘Selective Yellow,’ anchoring them with professional, grounded neutrals like ‘Slate Gray’ and ‘Gunmetal’ to maintain a sense of authority.
Identity
The core of the new look is our cheerful chicken mascot, designed with clean, bold vector lines for universal scalability. For the typography, I paired ‘Parkinsans’ for the main wordmark to give it a punchy, inviting weight, alongside ‘Figtree’ for the sub-text. This combination strikes the perfect balance between playful retail energy and corporate reliability.
Expression
To ensure the brand speaks clearly across all touchpoints, I developed a custom suite of minimalist iconography representing everything from buckets of fried chicken to whole roasts. You can see this visual language translate seamlessly onto the packaging wraps, where I utilized vibrant color-blocking—layering the Persian Red over the Selective Yellow—to immediately draw the eye and organize product information.
Strategy
The rollout focused on both customer-facing merchandise and physical retail packaging. We applied the primary full-color logo to plastic carry-out bags and wrapped fillet containers, using a faded watermark of the mascot in the background for added depth. For employee uniforms, like the canvas aprons, I opted for a clean, single-color line-art version of the logo to maintain brand consistency.
Impact
The ultimate result is a highly cohesive, engaging visual system that bridges the gap between strict operational excellence and family-friendly appeal. The distinct color blocking and cheerful mascot help the products leap off the freezer aisles, while the unified typography and packaging strategy build long-term consumer trust and brand loyalty across their entire varied inventory.