Brand Redesign | Chicken on the Way

Course Branding: What Designers need to Know

Course Objective Cover the process of brand development.

I decided to take a stab at redesigning the brand of Chicken on the Way, a fried chicken shop with a longstanding history in Calgary since 1958.

Before starting the brand redesign, I researched everything I could find about the current brand starting from their history in the city, brand identity, products, advertising, digital communications channels to their competitors. This exercise helped me understand that a brand with such an established connection to the surrounding community needed a new brand that carried that legacy to existing customers, while providing a refreshed and inviting look to potential new customers.

I determined that the brand personality was reliable, energetic and playful. Keeping this in mind, I designed a logo respecting the time period of the original design with a modern twist. The updated logo takes a simplified approach by using the aesthetic of the cloud shape from the original logo with a new wordmark. Meanwhile, the logo colours are inspired from the original design with a slight deviation to adjust the tone sharpness.

The wordmark uses a 50’s inspired font to further emphasize the brand’s origin while illustrating a whimsical nature.