Chicken 5 Road brand identity

Chicken 5 Road is a 20-year-old spot in the river city of Wuhan. Its rich cheese burger, built around a fried chicken leg, has a sweet, smooth aftertaste, and the retro fries, cooked the way they always have been, still taste the way regulars remember.

Identity

Design inspiration drawn from the Yellow Crane Tower
Chicken 5 Road logo lockups and wordmark variations
Brand colour specifications in CMYK and RGB

Fryer yellow on a deep braised red does the work: appetite first, brand second. A round, cheerful chick carries everything else.

Packaging

Packaging die-line structure
Burger box packaging
Takeaway carton and fries box
Drink cups and brand stickers
Menu design and pattern system

Applications

Tray liner and in-store serving materials
Business cards
Branded caps
Staff apron
Storefront signage
Mobile app launch screen
Social media presence

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