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CONCEPT

Sammy's Hot Chicken wordmark

Sammy's Hot Chicken

A bold neighborhood chicken identity, built to move from the menu board to the takeaway bag.

Explore the identity
Sammy's Hot Chicken packaging and food presented together on a restaurant table.
IDENTITY & PACKAGING / CONCEPT PRESENTATION

Project focusIdentity, promotional graphics and packaging

Project teamSammy's Hot Chicken client team

EngagementCompleted concept

Illustrative Sammy's Hot Chicken neon sign concept on a dark brick wall.
THE BRAND IN ITS ELEMENT / SIGNAGE CONCEPT
01 / THE IDEA

Familiar food cues.
A louder personality.

The identity pairs a memorable chicken mark with high-contrast type and a direct, high-energy palette—designed to carry from a first impression to packaging in hand.

Familiar food cues.
A louder personality.

One Mark.
Room to Play.

The identity artboard puts the chicken badge at the center. I pushed the promotional art further through scale, repetition and the same direct palette.

Sammy's Hot Chicken badge mark on the supplied identity artboard, with a chicken illustration and red-orange lettering.
THE MARKSupplied identity artboard / chicken badge and wordmark study

Four Colors Do the Work.

Heat orange#f7941d
Signal red#ed1c24
Ink#000000
Paper#ffffff

Palette values are sampled from the supplied promotional artboard. The source artboards do not specify the display typeface.

Type That Does the Shouting.

Oversized, tightly packed display lettering turns a simple word into the main graphic.

Oversized, tightly spaced HOT lettering in orange, red, black and white on the supplied promotional artboard.
Typographic study

From Graphic to Object.

The packaging studies carry the mark and lettering onto boxes, cups, and smaller touchpoints. These are design concepts and illustrative applications.

Sammy's Hot Chicken packaging concept showing fries, meal cartons and a branded cup.
PACKAGING SYSTEM / CONCEPT MOCKUP
Sammy's Hot Chicken takeaway bag concept in a restaurant setting.
TAKEAWAY / BAG CONCEPT
Close-up food photograph of fried chicken and fries.
FOOD / PRODUCT PHOTOGRAPHY
Illustrative Sammy's Hot Chicken storefront and signage concept.
STORE FRONT / ILLUSTRATIVE CONCEPT
Illustrative Sammy's Hot Chicken street poster campaign concept.
OUTDOOR CAMPAIGN / ILLUSTRATIVE CONCEPT
Illustrative smartphone home screen featuring a Sammy's app icon concept.
APP ICON / ILLUSTRATIVE CONCEPT

The same attitude,
at every scale.

A Look Beyond the Artboard.

These portfolio mockups show possible applications. They do not document a real storefront, published campaign, or produced packaging.

Illustrative Sammy's Hot Chicken storefront concept with the badge logo applied to an exterior sign.
STOREFRONT / ILLUSTRATIVE CONCEPTIllustrative portfolio mockup. Not a record of a storefront installation.
Illustrative social media layout concepts for Sammy's Hot Chicken in vertical and square formats.
SOCIAL FORMATS / ILLUSTRATIVE CONCEPTIllustrative portfolio mockup. These layouts are not evidence of published social posts.
Illustrative counter scene showing Sammy's Hot Chicken packaging applications together.
PACKAGING SCENE / ILLUSTRATIVE CONCEPTIllustrative portfolio mockup; not a record of physical production.

Concept.

I designed a hot chicken identity and carried it through the badge, promotional graphics and packaging studies.

What I Designed

  • A logo direction, promotional graphics and packaging studies for a local hot chicken shop.
  • The identity artboards, food visual and collateral concepts on this page.
  • Website, chatbot and order-intake ideas stayed in the brief. This case shows the identity.