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DC Chicken
The new champ of crispy chicken: a high-energy, bold brand identity and packaging system.
DC Chicken is a fast-casual fried chicken concept built on punchy attitude, extreme crunch, and modern street aesthetics.
We engineered an unapologetic brand identity and 16-slide brand guidelines deck governing everything from drive-thru bags and billboard campaigns to mobile digital ordering and team uniforms.
Centered on "More crunch. Less drama.", the identity pairs high-voltage DC Red (#E11D24) with bold street grotesque typography.
The fried chicken sector is crowded with nostalgic heritage tropes that blend together on the street.
- •Traditional chicken brands relied on tired vintage iconography without youth appeal.
- •Fast-casual drive-thrus demanded high-contrast visibility legible at 40 miles per hour.
- •Packaging needed to retain food crunch while serving as portable street billboards.
We engineered a high-voltage identity anchored by DC Red, bold display typography ("Basori"), and punchy attitude.
- DC Red Energy: High-saturation #E11D24 paired with deep #171717 DC Black and #FFF3D6 DC Cream.
- Basori Typography: Heavyweight condensed headlines radiating unapologetic street attitude.
- Modular Packaging Ecosystem: Custom burger boxes, fry buckets, greaseproof wraps, and bags.
System Principles
Uncompromising Crunch
Triple-dredged crispiness celebrated across every brand asset.
Drive-Thru Speed
Instant visual clarity across digital menus and signage.
Street Credibility
Bold lifestyle aesthetics embraced by urban dining culture.
Visual System & Deck Showcase
01. Cover Presentation
DC Chicken brand identity guidelines cover: The New Champ of Crispy Chicken.
02. Drive-Thru Bag
Takeout packaging system and drive-thru bag application with high-contrast graphic patterns.
03. Outdoor Billboard
High-impact outdoor billboard and street poster applications.
04. Digital Ordering App
Mobile digital ordering UI concept with high-conversion product cards.
05. Packaging Family
Comprehensive packaging family: burger boxes, fry cups, wraps, and sauces.
06. Burger Logo System
Primary burger logo lockup and graphic badge variations.
07. Brand System Overview
Logo variations, icon system, typography rules, and color palette tokens.
08. Hero Food Photography
Editorial crispy chicken photography art direction and lighting guidelines.
09. Typographic Attitude
Crispy. Smash. Juicy. Bold typographic rules and messaging lockups.
10. Team Uniform System
Staff apron, cap, and t-shirt apparel design guidelines.
DC High-Voltage Red
An aggressive, appetite-inducing street aesthetic powered by DC Red, Deep DC Black, and Warm DC Cream.
Basori Bold Street
Unapologetic, punchy headline typeface Basori paired with Poppins Medium for crisp menu and app navigation.
Double Cheeze
More cheeze, more flavor: a vibrant fast-food identity guidelines system starring mascot Chuck.