Every brand, from its conception, has to build a statement that goes with its identity—a manifesto of words, colors, and personality that coexist naturally and resonate with people. With this in mind, we developed the branding for Rockie’s Chicken, the newest place in the city to get delicious chicken tenders, burgers, and milkshakes served in a vibrant, modern atmosphere.

For this project, we brought to life a character named Rockie, a friendly chicken who embodies the spirit of the “new guy in town.” Rockie isn’t afraid to stand out, spark conversations, and make new friends wherever he goes. His personality sets the tone for the entire brand, creating a warm, approachable feel that’s full of energy and fun.

Alongside Rockie, we crafted a clean and cohesive visual identity featuring bright, playful colors and lively graphics. The color palette was carefully chosen to evoke joy and appetite, while also ensuring the brand feels fresh and memorable. Typography choices were made to balance a modern look with a touch of personality, ensuring readability across all applications.

The graphics and illustrations extend Rockie’s story throughout the brand, appearing across packaging, menus, signage, and digital assets, making every brand touchpoint engaging and consistent. Patterns and shapes inspired by retro diners add a subtle nostalgic feel while keeping the look contemporary and upbeat.

Our goal was to create a brand that goes beyond just selling food—it’s an experience where customers can feel welcomed, entertained, and part of a community. Rockie’s Chicken isn’t just another spot for a quick meal; it’s a place where good flavors and good vibes come together under one roof, leaving a lasting impression on everyone who visits.