Introduction
Background
Delii Chicken is a forward-thinking culinary brand specializing in chicken burgers. Aimed at capturing the attention and loyalty of Generation Z, Delii needed a strong and impactful visual identity that resonated with its target audience.
The goal was to create a bold, young, and vibrant brand that stood out in the competitive food industry and conveyed a sense of modern culinary innovation.
Challenge
The primary challenge was to design a branding strategy that effectively connected with Gen-Z consumers, blending contemporary design elements with a youthful and energetic brand voice.
Objective
The primary objectives of the Delii Chicken branding project were:
Develop an impactful visual identity that appeals to Generation Z.
Create a bold and young brand voice.
Implement the branding across various applications including neons, t-shirts, stickers, floormats, stationery, cups, dishes, paper, and napkins.
Position Delii as a beacon of modern gastronomy, emphasizing fresh and innovative culinary experiences.
Process
Research
Market Analysis
Conducted an analysis of current branding trends in the food industry, particularly those targeting Generation Z.
Identified key competitors and analyzed their branding strategies to find opportunities for differentiation.
Audience Research
Conducted surveys and focus groups with Gen-Z consumers to understand their preferences, values, and aesthetic inclinations.
Developed user personas to represent Delii’s target audience and guide the branding process.
Brand Identity Development
Visual Elements
Chose bright yellow and black as the primary brand colors to create a bold and vibrant visual identity.
Designed a unique, rounded cursive typography to convey a youthful and approachable brand voice.
Logo Design:
Created a distinctive logo that combines modern design elements with a playful touch, ensuring it is easily recognizable and memorable.
Brand Voice:
Developed a bold and young brand voice that resonates with Gen-Z consumers, emphasizing energy, innovation, and freshness.
Design Applications:
Applied the branding to a variety of items, ensuring a consistent and cohesive brand experience across all touchpoints:
Neons: Designed eye-catching neon signs for physical locations to create a vibrant and modern atmosphere.
T-Shirts and Stickers: Created stylish merchandise that fans of the brand would love to wear and display.
Floormats and Stationery: Designed practical items that reinforce the brand’s identity in everyday use.
Cups, Dishes, Paper, and Napkins: Ensured that every element of the dining experience reflected the brand’s bold and youthful aesthetic.
Implementation and Testing
Prototyping
Developed prototypes for key branding elements and tested them in real-world settings to gather feedback and make necessary adjustments.
Feedback and Iteration:
Collected feedback from focus groups and initial customers to refine the branding elements.
Made iterative adjustments to ensure that the branding consistently communicated the desired message and aesthetic.
Outcome
Brand Recognition
The bold and young brand voice resonated well with the target audience, leading to increased brand recognition and loyalty. The cohesive application of branding across various items reinforced Delii’s identity at every customer touchpoint.
Business Impact
Increased customer engagement and positive feedback indicated strong market acceptance and enthusiasm for the brand.
