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 first 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.
We started by simplifying and modernising the Red Rooster logo.
From there, we created a suite of distinctive, ownable assets that inject the 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.
Red Rooster
Australia’s first and favourite chicken shop approached us in need of a brand spruce up.
In 2021 they undertook 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 transformation in the form of a brand refresh. They wanted to continue to appeal to their existing roast chicken-loving customers but re-introduce themselves to the new generation of chicken fans.
Client
Red Rooster
Our Work
Brand Strategy
Visual and Verbal Brand Identity
Logo Design
Copywriting
Packaging
Signage and Wayfinding
Environmental Graphics
Menu Design
Photography Art Direction
Advertising
Point of Sale