A fast-food restaurant brand specializing in grilled chicken, chicken wings, and sauces, complemented by sides. Targeted at young, urban customers—college students and food lovers seeking flavor and authenticity.
Built around the memorable campaign headline “Something WOW (something good),” the brand delivers a warm, playful character in every interaction. Collaborating closely with the team, I led the creative direction — designing the logo, creating all custom illustrations, developing packaging, and shaping environmental graphics.
One of the biggest challenges was designing the main packaging box (shown in the last image). It had to be sturdy enough to hold an entire grilled chicken while featuring a raised handle to fit a second smaller box for fries and sauces inside. At the same time, the design had to prevent any sauce leakage. We went through many iterations and prototypes, exchanging countless emails with the production team until we reached the optimal solution.
The main goal was to create a cohesive brand identity that not only captures attention but also delivers a practical and enjoyable experience — from the visual language to the packaging functionality.
