Creative Direction / Content Creation / Branding
Hot chick’s inside!
Char’d describes its brand best when it says it’s a destination for chicken lovers. More than just another charcoal chicken shop, Char’d has its sights set on cooking up melt-in-your-mouth meat and some of the best toum in town. And they take their job very, very seriously. A fresh spin on a loved classic, with all the quality and just a bit of extra spice.
Challenge
Before its rebrand, Char’d started out as a takeaway shop dedicated to half-chicken combo meals for workers on the go. Looking to break into new markets, Char’d wanted to refocus on being a go-to spot for chicken lovers.
Our challenge was to rebrand a local charcoal chicken joint into a foodie delight with all the trimmings.
Approach
Located in the up-and-coming areas of Eastern Creek and St Clair, Char’d needed a refresh to cater to younger crowds wanting a fun and easy-going meal that didn’t compromise on quality. With a complete change of audience, we took the opportunity to create branding that would match this new atmosphere and content that would look finger-lickin’ good.
Result
From Paradise Chicken to Char’d, our rebranding project went beyond name. We created an identity that would lean into a quirky yet unapologetically cheeky charm to appeal to younger audiences. The brand’s colours became louder, the typography bolder, and the graphics, which paid homage to classic chicken shops, quirkier. We were able to differentiate Char’d in a market where branding was never typically the selling point.
