chicken now is a fast food chain that is located exclusively in the food courts of shopping malls. the mall crowd tends to skew young so the new chicken now identity
needed to appeal to fickle teenagers and college kids without
alienating the older mall shopper.
the new identity applied to packaging…
‘we were inspired by skateboarding
and surfing iconography and the kind of simple fun
graphics that you see in contemporary japanese youth culture and anime.’ says DJ stout who headed the team behind the project.
you can read more about the project on pentagram’s blog.