After working for Church’s Chicken for 19 years, Hiawatha Williams decided to follow his fathers foot steps and open his own fried chicken restaurant. Now he has 40+ locations across the DFW, and has spent the past 35 years feeding the city of Dallas. He’s looking to take his business national, so a rebrand was needed that would make Williams Chicken distinct enough to separate them from competitors. While also, having a flexible design that could be placed on any street corner, shopping center, or food court nationwide.

For my redesign I wanted to develop a logo that was effective and easy to understand. I felt a W on fire would give the impression that their food is hot and fresh at all times. Also as an added feature if you look closely you can see a beak of a chicken in the negative space of the W. Hiawatha Williams has a deep connection to his community and I wanted to show that in my design. I did research, found reviews online, and developed a type pattern using community reactions to use throughout the rebrand. Also using gradients and a vibrant orange to help the brand pop. Then I developed a small ad campaign and consumer products to help extend the brand and make them more recognizable.