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Chicken Treat Brand Transformation by The Creative Method

Chicken Treat Brand Transformation by The Creative Method

Chicken Treat was established in Western Australia in 1976 and grew over time to 60 outlets throughout WA, Victoria and Melbourne.
Over time, however, the brand had become stale, sales were dropping, stores were closing and it needed a refresh.

The Creative Method was involved from the start helping to set a strategy which brought about change in every aspect of the business – brand culture, new store designs, food innovation and introducing new products. This all brought focus to a new target market as well as refresh the brand positioning, look and feel. Chicken Treat completed a 360 degree brand transformation in 2019 with the final aspect brought to life with new store design, uniforms, packaging, logo, website, and customer experience training.

The core creative idea was based on Chicken Treat being the ‘Chicken Heroes’, off the back of the legendary rotisserie and fried chicken. A story was created to bring purpose to the brand, the unique products and process, wrapped up in a bit of attitude and soul. A series of black and white comic book style illustrations further bring to life the taste adventure, and these are used across multiple touch-points including t-shirts, tray sleeves, interiors and exteriors.

The brand refresh saw immediate success and the business achieved double digit growth year-on-year. New stores have been added and more are on the way, with plans to move into other states and international markets. The success was further reinforced when Chicken Treat won ‘Best Brand Transformation’ at the QSR Media’s annual event.

CREDIT

  • Design Agency: The Creative Method
  • Organisation/Project Type: Agency, Published Commercial Design
  • Article Title: Chicken Treat Brand Transformation by The Creative Method
  • Brand / Project Name: Chicken Treat Story, Typography, packaging and uniform
  • Strategic Deliverables: Brand World, Brand Strategy, Tone of Voice
  • Design Deliverables: Packaging Design, Illustration, Photography, Brand Identity, Identity System, Branding, Graphic Design, Brand Guidelines, Brand Rejuvenation, Brand Experience, Rebranding
  • Service Brand Application: Apparel, Architecture, Brand Guidelines, Experiential, Merchandising, Packaging, POS Display, Presentation, Retail Design, Signage, Website
  • Location: Australia
  • Market Country: Australia
  • Market Region: Oceania
  • Project Keywords: Chicken, fried, handmade, typographic, commit, bold, bright, texture, expressive, punch,
  • Industry Category: Food/Beverage

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