Chic
Chic
Chic
Chic is a Saudi cloud-kitchen brand focused on fried chicken sandwiches. The idea was to make the brand feel as satisfying and unapologetic as the food itself: crispy, playful, and full of attitude.
Chic is a Saudi cloud-kitchen brand focused on fried chicken sandwiches. The idea was to make the brand feel as satisfying and unapologetic as the food itself: crispy, playful, and full of attitude.
INDUSTRY
F&B / Fried Chicken / Cloud Kitchen
LOCATION
KSA
YEAR
2023
Deliverable
Brand Strategy, Visual Identity, Packaging Design, Character Design, Illustration, Art Direction, Brand Applications
CHALLENGE
CHALLENGE
The category is crowded and heavily driven by delivery, so Chic needed more than a good logo. It needed a personality people could recognize quickly, especially through packaging and digital touchpoints.
The category is crowded and heavily driven by delivery, so Chic needed more than a good logo. It needed a personality people could recognize quickly, especially through packaging and digital touchpoints.
APPROACH
APPROACH
We gave the brand a louder, more playful world built around bold typography, punchy packaging, cloud-blue visuals, and a cheeky chicken character. The system was designed to feel energetic without becoming messy, with enough flexibility to keep the brand fresh across different applications.
We gave the brand a louder, more playful world built around bold typography, punchy packaging, cloud-blue visuals, and a cheeky chicken character. The system was designed to feel energetic without becoming messy, with enough flexibility to keep the brand fresh across different applications.
RESULT
RESULT
A character-led identity with a clear attitude and strong shelf presence. Chic became easier to recognize, easier to extend, and much more ownable in a category where a lot of brands tend to look and sound the same.
A character-led identity with a clear attitude and strong shelf presence. Chic became easier to recognize, easier to extend, and much more ownable in a category where a lot of brands tend to look and sound the same.
