Rebranding Ezell’s Famous Chicken

Role: Art Director, Copywriter

Collaborators: Catie Holderman

Timeframe: 11 weeks

Tools: Illustrator, Photoshop

 

Goals: Rebrand a popular Seattle fast food chain, looking to expand their brand from local to national. Create a cohesive style guide and brand guidelines that truly adhere to the brand message, position, and identity.

Parameters: Style guide including: logo, print ads, packaging, web, uniforms, environmental designs.

Challenges: Attracting a large audience that would allow to chain to further franchise.

Solution: Create a friendly and accessible logo, whose tone would echo onto compostable packaging that both unifies and humanizes the brand. Sell a copy driven advertising campaign that is fresh and sassy.

Ezell’s is a much loved southern comfort eatery started in Seattle, WA. People flock from all over to partake in the delicious cuisine. Even Oprah herself brought this brand to a new level when she famously had their chicken flown to her in Chicago. Unfortunately, their current design is sorely lacking. It is outdated and not fit for their intent on further franchising their business. Thus Ezell’s was in store for a total branding facelift.

 

Background

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Before we could dive into the design, massive research was spent to derive Ezell’s true brand character. We met with other classmates and flushed out Ezell’s brand identity and all that comes with it.

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Brand Character, Position, Message and Audience

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Next we explored many options for the logo. The logo itself needed to be authentic, welcoming, and trusted. It needed to have appeal to the extensive audience they serve – from young families to millennials to neighborhood foodies.

Logo Iterations

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Color

Color was important, and part of the brand character. For the logo we choose a friendly warm navy and bright golden orange to nicely compliment each other, while still appealing to the masses.

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Typography

Type must be friendly and welcoming, while still maintaining a southern homestyle feel. Nabila had a fun and retro feel, harkening on diners of yore. We wanted a signature typeface to carry the brand of Ezell’s far.

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Final Logo and Usage Guidelines

Catie and I nested the chicken in the name of Ezell’s making the logo fluid and cohesive. It’s a fun and friendly logo, easily transferrable to many assets for a growing chain of stores.

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Copy Guidelines

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Collateral

Ads

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Packaging

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Food Truck

The latest addition to Ezell’s repartee, they needed a fun and fresh take on a typical food truck.

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Ezell’s on the Web

Easy to navigate and simply made to promote their great food, the food truck locations, and their catering services.

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Uniforms

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