The Brand – Crispy Hen
Crispy Hen, is a new introduction to the world of convenience food in Cairo, Egypt. A mouth-watering concept of Nashville fried chicken of US origin, carefully dipped into the finest bread crumbs to be fried to excellence in sync with a secret recipe. The client needed the brand to express both boldness & Quality aiming to become the 1# online fast food delivery service in town.

Identity structure
Identity: Not shying away from the recurring flat design movement. The Crispy Hen identity design needed to stand out from the rest. It needed to show how young and full of energy the brand was. Shouting out boldness, playfulness and quality.

Logo Design: To Avoid the visual cliché of a chicken’s head normalized in similar brands. I decided to use a symbolic logo designed specifically for this fit-for-king concept embodying a chicken drum stick. The main logo’s vertical placement of the icon with the weight of the chicken on top gives a sense of power to the product. Also replacing the bone with a flame shows how hot the chicken is! As a sub logo, I created a flipped reflection of the drum stick without the fire to show flexibility and ingenuity in taste.

Color Choice: The predominantly fiery red color for this brand reflects the brand’s boldness commanding attention from hungry customers for hot flavorful bites.

Typography: I was looking for a rough/ crispy hand-written font for this specific project, to be able to portray the brand. (License font used: Dummkopf DEMO-Regular FONTSPRING.COM Order #77064099). Using the Text Wrapping effect on illustrator I was able to create a flowy feeling for the brand name, in the shape of a chicken drum stick. The flowy feeling was meant to emphasize that the brand is all about the diverse sauces and flavor. Focusing the design mainly on the brand’s narrative ‘quality chicken packed with flavor”.