The Client – CHIKADEE project, I was tasked with creating a comprehensive brand identity for a new casual dining franchise specializing in rotisserie chicken. The client’s core expectation was to develop a brand that was not only fun and memorable but also had a unique offering beyond the typical peri-peri flavor in a casual yet upscale environment.
Project goals – Develop a brand system that effectively tells their story to end customers.
Main Task – My work involved designing a distinctive and trademark-worthy brand, including the logo, color palette, and a mascot. I crafted a brand identity that embodies a playful and lighthearted spirit, using a Jester archetype to create an entertaining and engaging experience for customers. My deliverables included a full brand guidelines document covering logo variations, typography, tone of voice, and visual mockups for packaging, social media, and other brand touchpoints, all to ensure consistency and strong brand recognition for the franchise model.
The CHIKADEE logo concept is designed to be both strong and approachable, centered on a recognizable rooster headshot mascot. This mascot embodies the brand’s focus on pride, vitality, and freshness, and its simplified form is easy to remember, making it ideal for a franchise. The rooster is set against a vibrant yellow circle with a playful polka dot pattern, a backdrop that adds warmth and energy while creating a friendly, eye-catching contrast. The brand name, written in the whimsical yet readable LOVLYTIMES font, adds a final touch of charm and elegance, ensuring the logo appeals to a broad audience looking for a fun and casual dining experience.
Illustration System
The brand mascot serves as a key visual representative of our identity, adding personality and relatability to our brand. It creates an emotional connection with our audience, making the brand more approachable and memorable. The mascot can be used across various platforms, from digital marketing campaigns to promotional materials, helping to build brand recognition and enhance engagement. Consistent usage of the mascot alongside our logo strengthens brand unity and fosters a stronger emotional bond with our audience.
Client's Feedback
I am beyond grateful for the Creative Corps team’s work and highly recommend them for high-quality projects. They went above and beyond to meet our requirements. Thank you again!
Alexandra Sandu