Lil’ Sweet Chick

With upcoming expansion into further restaurants and pop-ups, small chicken and waffle restaurant Lil’ Sweet Chick, a sub-brand of the Sweet Chick chain found across NYC, needed their identity to be reimagined into something modern but timeless. Our clients, including Hip Hop legend Nas, approached us to evolve their brand into a nation-wide fast-casual concept that could appeal to a wider audience, while taking a moral / political stance

FINDINGS

Sticking by their brand intention, in being as inclusive as possible, our clients tasked us with creating an antithesis to Chick-fil-A, a brand known for more conservative, “closed on Sunday” values. With this in mind, our target demographic and identity goals were clear and we set out to craft a fun, happy brand that appealed to cool, young urban folks and families. While colors and certain styles were informed by the typical American fast-food joint, our Lil’ Sweet Chick evolved into a brand with a 70s chicken font, mascot named Eggbert, soft pastel colors, and a kid-like simplicity. They are also open on Sundays.