Dollar Chicken Rock Band: A New Take on Fried Chicken Branding

Unveiling Tengchuan Chen's Award-Winning Logo and Visual Identity for a Fried Chicken Shop

When tasked with creating a brand identity for a new fried chicken shop, Tengchuan Chen decided to use the product itself as the star of the design. The logo features slobbery chickens, creating a playful and appealing visual effect. By combining these elements, Chen has created a brand image that is modern, fashionable, friendly, and approachable, aiming to attract a younger, more personalized consumer base.

The unique properties of the design lie in its ability to convey the delicious and juicy taste of Dollar Fried Chicken through visual elements. The use of bright colors and cartoon characters adds to the modern and youthful appeal of the logo. The addition of a chicken rock band further enhances the brand's approachability and friendliness, creating a sense of visual impact that is sure to attract consumers.

The technical realization of the design involved the use of various materials and sizes for different packaging elements. From bags and cups to business cards, each item was carefully designed to enhance the overall brand experience. The use of dialogue elements in the packaging design creates a sense of reading a comic, adding another layer of interaction and engagement for the consumer.

The design was created in May 2016 in Shantou City, Guangdong Province, China. Chen's team included Gongbin Luo, who contributed to the illustration and description of the design. The design targets consumer groups aged between 16-35 years old, primarily students and white-collar workers.

Chen's design for Dollar Chicken Rock Band is a prime example of how innovative design can transform a brand's image and consumer experience. By creating a unique and engaging visual identity, Chen has set a new standard for branding in the food service industry. This design not only highlights the deliciousness of Dollar Fried Chicken but also creates an interactive and memorable brand experience for consumers.