Quick Service Restaurant
2025
Crunch King
Client
Self-initiated concept project
Services
Packaging & Visual Identity
Deliverables
Logo, packaging system, dielines, brand applications
"A fried chicken brand built on one promise that is crispier, crunchier and 100% chicken. Packaging that says it loudly."
Crunch King is a quick-service fried chicken brand concept built for people who want fast food that is satisfying, convenient, and worth remembering. The project developed a complete packaging system that holds together across very different formats, along with a visual identity that gives the brand a distinctive personality in a category dominated by lookalikes.
Crunch King is a quick-service fried chicken brand concept built for people who want fast food that is satisfying, convenient, and worth remembering. The project developed a complete packaging system that holds together across very different formats, along with a visual identity that gives the brand a distinctive personality in a category dominated by lookalikes.
The Goal:
The goal was to give Crunch King a strong enough visual presence to be recognised instantly while being at the counter, on a delivery rider's bag, and in the photos customers share before they eat. Local fried chicken shops compete almost entirely on price and proximity. Crunch King needed to compete on confidence. The brand had to look like it owned its category rather than borrowing from it, and had to make a single claim impossible to miss: crispier, crunchier, and 100% real chicken. For a quick-service restaurant, packaging carries more weight than a logo ever will. A box is held, carried, opened, photographed, and shared. The goal was to treat every surface of that packaging as brand territory — not just a container, but the moment the brand makes its strongest impression.
The goal was to give Crunch King a strong enough visual presence to be recognised instantly while being at the counter, on a delivery rider's bag, and in the photos customers share before they eat. Local fried chicken shops compete almost entirely on price and proximity. Crunch King needed to compete on confidence. The brand had to look like it owned its category rather than borrowing from it, and had to make a single claim impossible to miss: crispier, crunchier, and 100% real chicken. For a quick-service restaurant, packaging carries more weight than a logo ever will. A box is held, carried, opened, photographed, and shared. The goal was to treat every surface of that packaging as brand territory — not just a container, but the moment the brand makes its strongest impression.
The Challenge:
One system, many formats: Maintaining consistent branding across burger boxes, fries sleeves, chicken buckets, takeaway bags, cups, and greaseproof wraps, despite different structures, proportions, and visibility. Standing out in a familiar category: Balancing fried chicken branding conventions with a distinctive identity using burnt orange and cream, a hand-drawn chicken mascot, and bold, handmade typography. Making the product promise stand out: Using “100% Real Meat,” “The Power of Crunch,” and “100% Crispy Chicken Flavour” as prominent packaging design elements rather than small print.
One system, many formats: Maintaining consistent branding across burger boxes, fries sleeves, chicken buckets, takeaway bags, cups, and greaseproof wraps, despite different structures, proportions, and visibility. Standing out in a familiar category: Balancing fried chicken branding conventions with a distinctive identity using burnt orange and cream, a hand-drawn chicken mascot, and bold, handmade typography. Making the product promise stand out: Using “100% Real Meat,” “The Power of Crunch,” and “100% Crispy Chicken Flavour” as prominent packaging design elements rather than small print.
Identity System:
The mascot illustration & packaging system
A hand-drawn running chicken sits at the centre of the brand. It is confident, slightly absurd, and full of movement — a deliberate counterpoint to the polished, static mascots used across the category. The illustration scales from a full-panel graphic on takeaway bags down to a small badge on a sauce lid, and works in single-colour print on every substrate.
The mascot illustration & packaging system
A hand-drawn running chicken sits at the centre of the brand. It is confident, slightly absurd, and full of movement — a deliberate counterpoint to the polished, static mascots used across the category. The illustration scales from a full-panel graphic on takeaway bags down to a small badge on a sauce lid, and works in single-colour print on every substrate.
The Result
The outcome is a cohesive packaging identity that positions Crunch King as a fun, confident, and memorable quick-service food brand. Rather than imitating established competitors, the system builds recognition through its own combination of burnt orange and cream, energetic typography, hand-drawn chicken artwork, and direct, confident messaging. The identity holds up across every format it was designed for: from a flat printed sheet to a bag carried down the street...and gives the brand a consistent presence at every point where a customer sees, holds, or shares it.
The outcome is a cohesive packaging identity that positions Crunch King as a fun, confident, and memorable quick-service food brand. Rather than imitating established competitors, the system builds recognition through its own combination of burnt orange and cream, energetic typography, hand-drawn chicken artwork, and direct, confident messaging. The identity holds up across every format it was designed for: from a flat printed sheet to a bag carried down the street...and gives the brand a consistent presence at every point where a customer sees, holds, or shares it.
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