ChicknDip
Case Study
A munch made in heaven — and a brand to match.
Consumer Goods
the challenge
Baltimore's fast-casual food scene was hot and ready for a crispy chicken joint. Chick’n Dip aimed to serve that gap with a craveable brand experience.
The challenge was building a brand from scratch that could launch the restaurant, anchor a community following, and leave room to grow into retail sauce lines and additional locations.
what was their next?
Once the owner started walking us through an extensive list of his housemade dipping sauces, the concept practically wrote its own brand story. Two great things — chicken and dippin' — and the magic that happens when those two meet. That insight became the strategic and creative north star, culminating in a tagline that says everything in two words: Better Together.
the process
We created an identity as bold and craveable as the food itself. A chunky, personality-packed logo with curved edges brings to mind crispy, juicy goodness, one that’s confident enough to own a storefront, and fun enough to own a sauce cup.
Vintage-inspired checkered patterns and photography lends a nostalgic diner-cool feel.The color palette swings from a signature fiery orange-red to a kitchen kraft with unexpected pops of haze lavender, grass green, sky blue, and soft dream pink that give the brand a warmth and playfulness.
The brand system was then activated across every touchpoint a new restaurant needs to hit: exterior signage that stops people on the street, a menu that's as fun to read as it is to order from, packaging and cups that carry the brand personality right to the table, and stickers that make the brand feel like something people want to be part of.
Every surface became an opportunity for the brand to engage with people and build loyalty — and we filled those surfaces with delicious language and visuals.
the results
Chick'n Dip opened in Baltimore to immediate buzz, and hasn't looked back. The brand does exactly what a great restaurant brand should: it makes people hungry before they even walk through the door, and gives them something to talk about long after they leave. A munch made in heaven, with a brand to prove it.
