Creating a playful brand identity and engaging customer experience for an expanding fast-food franchise.
Olivia’s Authentic Chicken is a Korean-inspired fried chicken fast food restaurant with a delicious and bold menu packed with crunch and punch. Our focus was to design a visually distinctive and versatile concept that facilitated brand evolution and appealed to a franchise business model.
While researching and developing the brand concept, our designers became captivated by the Korean phenomenon taking over the world, K-pop. From pop stars to make-up and fashion trends, K-pop mixes many design elements to deliver a polished aesthetic that visually communicates and builds an emotional bond with its audiences.
In the design exploration phase, the logo emblem began as the ring gesture “👌” performed by connecting the thumb and index into a circle to evolve into a monoline chicken symbol. Designers used a script / brush style font and tilted it upwards to create a fun and dynamic logo. We infused our concept in a pastel color palette, which doubled as a color code for the bone-in and boneless menu options. We also studied how Japanese magazines and comic books use speech bubbles to visually communicate reactions and emotions. The jagged edge bubbles became our symbol for the “explosion” of flavor packed in every experience. Playful cartoon illustrations of the comfort food and dipping sauces were added to the packaging to create a fun conversation piece while revealing the prize inside.
We locally printed on compostable eco-friendly paper to create the vented take-out container that keeps the chicken crispy and fresh.
With more than eight franchised locations scheduled to open before the end of the year, Grafico continues to work with Olivia’s Authentic Chicken as a creative partner to ensure cohesive branding. Marketing assets such as hoarding, signage, loyalty program cards, and product packaging are in development.
Olivia’s Authentic Chicken