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Brand Redesign for International Fried Chicken Brand

Brand Redesign for International Fried Chicken Brand

Stag&Hare – TKK Fried Chicken

Stag&Hare Refreshes Taiwanese Favorite TKK Fried Chicken & Sets The Stage For US Brand ExpansionIndependent branding and design agency, Stag&Hare, has refreshed TKK Fried Chicken, a beloved fast food brand from Taiwan. The goal at the onset was to update and westernize the brand without losing its unique personality and ownable equities that has made it a staple in Taiwanese food culture since the 1970s. Led by the brand’s champion icon, Mr. TKK, Stag&Hare needed to recraft the brand’s story and visuals to drive intrigue and trial, without losing anyone who may know the brand from time spent living in or visiting Taiwan. Understanding that the market in the US is saturated with quick serve, fried chicken-focused competitors like Bon Chon, Popeye’s, or Chick-Fil-a, the agency sought to drive intrigue through TKK’s unique quality and origin story, while playing into US and NYC food culture. Says Chris Young, Creative Director, “Not only would this brand need to feel modern, fun and tasty, but it would need to deliver a truly unique experience in-store. So, we created an ‘Instagramable’ identity environment with playful ‘Easter Eggs’ throughout inviting foodies and fried chicken lovers alike to discover all the funky details of the space.” The visual identity and retail design includes poppy colors, playful patterns, graphic wall treatment for selfie ops, and an irreverently youthful brand voice reflects the lightheartedness of the food while demanding a photo or two from visitors.  TKK Fried Chicken’s welcome to the United States was featured in the NY Times and on Eater NY before opening in November 2018. The brand is being recognized as a scene for foodies on the hunt for the newest craveable meal alongside the rise of Taiwanese food culture across New York City. The refreshed brand identity and retail design is now being rolled out in Taiwan and China.Further Reading: https://ny.eater.com/2018/11/21/18106547/tkk-fried-chicken-nyc-location-addresshttps://www.nytimes.com/2018/11/27/dining/nyc-restaurant-news.html

CREDIT

  • Agency/Creative: Stag&Hare
  • Article Title: Brand Redesign for International Fried Chicken Brand
  • Organisation/Entity: Agency, Published Commercial Design
  • Project Type: Packaging
  • Agency/Creative Country: United States America
  • Market Region: North America
  • Industry: Food/Beverage

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