Chicken Ready
Same old western story.
Brand new cowboy,
Founded in 2018 right in the Mexican border with the United States, Chicken Ready was born from the idea that fried chicken should be local sourced for local consumption. The challenge was to make a brand new fried chicken joint that played in both sides of the border combing the values, identities and people that make the Juárez (MX) and El Paso
(US) border the most unique, mixed and alive border between these two countries.
Our involvement started from analyzing and researching the main shared characteristics between the twin cities in terms of shared identity, to set an initial creative base, combined with shared fast-food and fried chicken consumption traits, to later develop a friendly, accesible, franchise-souled brand identity and experience, settling in a cowboy, far-west narrative reminiscent of a place that once was the same territory.
To full-circle this western story, we gave life to Paul Joe Free Toe, our adventurous cowboy hero that with his presence both communicates and lives the brand's core values, making the franchise a bit more human, relatable and fun.
From idea to identity, photographies and videos, to packaging, character design,
advertising, social media and interior design, we made the US-Mexican border feel like the good ol' times again. Yee-haw!
Services
Brand Strategy
Brand Positioning
Brand Identity
Phonetic Identity
Naming
Brand Voice
Graphic Identity
Logotype
Packaging
Brand Character Identity
Naming
Back Story
Comic Strip
Production Services
Photography
Video