Chick 11
Premium, Clean Fried Chicken Fast Food Restaurant Branding
Chick11 was born from a simple idea: fried chicken deserves to be more than just another fast-food option. We wanted to create a brand that delivers bold flavors with a personality just as strong. With no dine-in restaurant, Chick11 is built entirely for delivery, designed to stand out the moment the box arrives at your door. From the crispy chicken to the burgers, wraps, and sides, everything is made to feel fun, modern, and premium.
But it’s not only about the food, it’s the whole experience. Each package comes wrapped in premium colors, and quality details that make opening your order part of the excitement. Chick11 combines appetite driven flavors with a brand that feels young, energetic, and premium. It’s fried chicken for a new generation: fast, premium, and full of character.
Design Solution
Chick 11 is a delivery-only fried chicken brand, built with bold flavor and a modern cheekypersonality-driven identity for a new generation of fast food. The identity combines a custom wordmark with a playful, premium tone through a full system of color, pattern, illustration, and packaging design.
The logo is a customized version of the Chick11 wordmark, avoiding stereotypical chicken mascot. The h extends its leg under the i, the second c is rotated for a sense of motion, and the 11 is set in a cleaner secondary typeface for sharper readability at small sizes. These details make the wordmark feel crafted and distinct, while staying bold and easy to read across packaging, signage, and digital use.
The color palette is inspired by the ingredients, but twisting it to avoid the generic color terms of similar brands. Hot Sauce (deep red) and Mayo (warm cream) are the primary colors, used across logos, packaging, and backgrounds. Spicy Chilli, Tomato, Pickle Green, and Lime act as secondary accents, used in small doses on stickers and details to keep the palette fresh.
A repeating chicken footprint pattern is used as the brand's signature graphic, appearing on bags, wrapping paper, and packaging.
Hand-drawn illustrations of chicken wings, drumsticks, nuggets, burgers, and fries support the brand's bold, textured, and playful character.
Packaging stickers carry short, witty copy like Crunch Time, Crispy Goodness, and Crazy Spicy, reinforcing the brand's playful voice and making the unboxing itself feel part of the experience. This same tone runs through the menu, social media, and advertising, avoiding the cliché red-and-yellow, cartoon-mascot look common to most fried chicken brands.
Because Chick11 has no physical restaurant, the entire brand experience lives in delivery packaging and online presence: the box, the bag, the stickers, the app, and social media. Every element, from the logo to the pattern to the copy, was designed to work together as one consistent system, so the brand feels considered and premium even though the customer never steps into a physical space.
Take a look at the final
