Chick-fil-A
Environment
Visual Systems
Eat more chikin
Chick-fil-A is a quick service restaurant chain with a loyal customer base and menu focus on chicken. The chain's memorable cows endear customers to “eat more chikin.” Chick-fil-A asked Lippincott to evolve its brand strategy to ensure future success as it grows, and refresh its design system for greater coherency across the customer experience.
Challenges
With more competitors going head-to-head with Chick-fil-A's chicken offering and the brand moving into new markets, Lippincott needed to maintain the essence of the brand while refining its framework to ensure competitive distinction and relevancy to new audiences unfamiliar with the brand.
With an iconic cursive logo and unique brand personality expressed in many different ways, Lippincott needed to retain elements of the brand's compelling heritage while making the visual identity and system more cohesive in look and feel across touchpoints.
Actions
Refined the brand framework to bring greater focus on the brand's differentiation and personality
Explored a range of brand identity refreshes and visual system concepts to support a new logo that maintains the signature Chick-fil-A red color but improves legibility and ease of application
Created a toolkit of brand cues including an enhanced supergraphic, primary and secondary typeface, color palette and photography to support the refined brand strategy
Mapped the desired customer experience to develop the foundation for future restaurant design, ultimately recommending an emphasis on casual dining and fresh food cues to enhance the dining experience
Designed a new visual system and applied it across touchpoints including store interior and exterior, packaging design for both the dining in and take-out experiences, corporate communications materials, and ordering spaces