The Best Chicken and Waffles on Planet Earth.
- Branding & Identity
Sweet Chick is a chain of fast-casual Chicken ‘n’ Waffles joints found across NYC. Founded, in part, by Hip-Hop legend, Nas, the brand required an identity that embraced New York culture but was scalable enough to grow into a nationwide chain. Our job was to interpret the then-fledgling brand and reimagine it as a concept that could appeal to a wider audience while staying true to its roots and maintaining its founder’s commitment to inclusivity.
For the Sweet Chick identity, we started with an antithesis: Chick-fil-A. Known for its conservative, “closed on Sunday” values, we wanted to create a lighthearted identity that appealed to young urban folks and families. Working with a prominent NYC graffiti artist, we developed our “Chicken Font” which uses elements of 70s typographic styles but is also inspired by crispy bits of perfectly fried chicken. Our color system works in two ways, the bold red and contrasting white are informed by the typical American fast-food joint whereas the complementing pastels make for a brand that feels more contemporary and approachable. Our favorite element, however, is the unofficial Sweet Chick mascot, Eggbert. Playful and a bit tongue in cheek the Sweet Chick identity is iconic, inviting and promises chicken for everyone. They are also open on Sundays.