The assignment was to create an impactful brand and logo for a new fast casual fried chicken restaurant.
Our approach was to create a bold design that would provide a sense of visual weight and history. To achieve this effect the "H" shape was assembled from multiple letterpress prints of the backsides of broken wood type from the Hamilton Woodtype Museum in Two Rivers, Wisconsin. The effect was to create a shape with a vintage quality that has stood the test of time. The type is stacked and straight forward to aid legibility within the scratchy "H" shape. The small chicken is used to add playful spirit to contrast with the boldness of the "H". The primary "H" shape, the chicken and the stacked type can be used separately or combined in different ways depending on the branding application required.
Honey Butter Fried Chicken was one of the most talked about and successful Chicago restaurant launches in 2013. One only has to Google search the name to review the many media accolades the restaurant has received.