PAPPY'S FRIED CHICKEN: Food truck serving fried chicken and fries

For Pappy’s Fried Chicken, we developed a bold, personality-driven brand designed to stand out in busy event environments — and feel instantly familiar the moment you encounter it.

Previously operating under the name Fried Chicken Express, the business had built a strong foundation around clarity and speed. As it evolved, there was a clear opportunity to create a more distinctive and emotionally engaging brand — one that people don’t just recognize, but connect with and remember.

As part of this, we guided the naming process, developing Pappy’s Fried Chicken — a name rooted in warmth, familiarity, and character. It shifts the brand from purely functional to something more human and memorable, setting the tone for the entire experience.

From there, the goal was to build more than a visual identity. We set out to create a brand that could carry both operational clarity and emotional connection — something that works just as well in a fast-paced festival setting as it does in everyday interactions with customers.

We defined a clear brand positioning rooted in three key pillars: taste, quality, and vibe — ensuring the experience feels consistent across every touchpoint, from the first impression to the last bite.

From there, we developed a distinct visual and verbal identity built around bold color, oversized typography, and a warm, slightly cheeky tone of voice. The aim was to create something instantly recognizable, easy to love, and built for real-world visibility.

To bring the brand to life, we designed a complete system of assets and applications, including:

a logo system, submarks, and iconography,
typography and color palette with clear usage guidelines,
tone of voice and brand messaging,
packaging design for food, drinks, and merchandise,
food truck and storefront concepts,
signage and wayfinding,
social media templates and content direction,
photography guidelines and visual references,
a partner-facing presentation for events and bookings.

Every element was created with one intention: to make Pappy’s feel confident, memorable, and easy to connect with — a brand that draws people in, feeds them well, and leaves a lasting impression.