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BRANDING A PLUCKY NEW RESTAURANT
Insight
The Nashville Hot Chicken craze has reached a fever pitch. With an increasing amount of restaurants popping up, Hot Chicks Chicken needed a bold personality to match their flavor.
We developed a brand identity and campaign to launch Hot Chicks as a plucky new contender full of personality, and an attitude born directly from the searing-hot flavor of their food.
APPROACH
Elicit people’s burning desire for hot chicken.
Nashville Hot Chicken has a double allure: flavor and spice. Through a teaser campaign leading up to launch, we sought to entice people’s curiosity around the highest heat level in our menu – the “Hot AF.”
Our collaboration included designing a dining experience where no detail was spared. Extensive design and writing went into every square foot of the restaurant, including special tray liner designs for each heat level.
