When crunchiness becomes language: translating texture and golden crust into visual identity for no-frills cuisine.
Company
Chickis
Sector
Food & Beverage
Activities
Art Direction, Brand Identity, Visual Identity, Web Design
Chickis' brand identity starts from the sensory textures of fried chicken: crunchiness, golden crust and tactility become graphic codes through a warm palette, bold jagged lettering and direct icons for street food that communicates character without filters.
Strategy
The project had to restore the energy of the product by transforming image into experience. The goal was to make the crunch of the fry tangible before the first bite, building a language that speaks the idiom of authentic cooking. We aimed for maximum expressiveness to physically anticipate the bite, rather than merely describing it.
Development
The palette uses warm, enveloping tones to evoke the golden crust of the coating, while bold, irregular lettering visually restores the crunchy texture of the food. This stylistic choice extends to a custom icon system that unifies the experience: from digital channels to physical signage, every graphic sign guides navigation while preserving the brand's vibrant energy.
Outcome
The resulting identity adopts a maximalist approach where every application amplifies the product's sensory qualities. This gives Chickis a distinctive personality that needs no explanation: the brand stands out in the restaurant landscape through communication that emphasises without compromise, ensuring immediate recognition.
