pentagram‘s austin office recently designed a new identity for the fast-food chain chicken now.

pentagram: chicken now identity new logotype

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.

pentagram: chicken now identity the new identity applied to packaging…

pentagram: chicken now identity

pentagram: chicken now identity

‘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.