Entering into the fried chicken space, Red Rooster knew they needed to maintain their humble family chicken shop appeal whilst welcoming a younger generation of chicken eaters to the brand.
The previous Red Rooster brand felt dated and lacked personality, so they wanted to inject humour and character to create a more approachable, modern brand.
It was important to pay homage to Red Rooster’s history as Australia’s original chicken shop – the choice for family roasts for 50 years. They wanted to show Aussies that they still have what it takes to be a household name.
Following extensive quantitative and qualitative research to get a greater understanding of their customers, their needs, and occasions, we brought a number of archetypes to life to test the best way to add personality to the brand.
From a design perspective, we started by simplifying and modernising the Red Rooster logo.
From there, we created a suite of distinctive, ownable assets that inject new Red Rooster personality and humour into the brand and enhance the overall customer experience.
Looking back on the brand and its 50 year history, we took inspiration from their original logo of the 1970s and the arched plumage within the tail.
Using this feature, we created a stylised pattern that can be used across all Red Rooster touchpoints that is distinctive, ownable and pays homage to Red Rooster’s history.
The results speak for themselves: sales have increased close to 30% over two years and Red Rooster has become the fastest growing brand in the category for customer traffic and sales.
There has also been a significant turnaround of the way customers perceive the brand with consideration and trial both increasing 5%.
“I had come from KFC so it could have been seen as either a massive opportunity or career suicide given how Reds was tracking at the time. It was a chance to take the reins of a well known brand that had lost touch with customers and wasn’t recruiting new. But it required a fresh approach to positioning and the way it showed up in culture.”
Ashley Hughes, Marketing Director, Red Rooster
In 2021, Australia’s original favourite chicken shop approached us in need of a brand spruce up. Sales and shares were declining, and the brand had lost its relevance and was culturally out of date.
Red Rooster was about to undertake their first menu innovation in years by adding fried chicken as well as a new burger range.
With these game-changing additions to the menu, Red Rooster felt it was the perfect time for a drastic brand transformation. They wanted to continue to appeal to their existing roast chicken-loving customers but re-introduce themselves to the new generation of chicken fans.
Visual and Verbal Brand Identity
Signage and Wayfinding
Photography Art Direction
Point of Sale