Sexy Sammies

Summary:

Sexy Sammies is a new undertaking of Wing Shack which will specialize in fried chicken sandwiches. It will operate out of the existing kitchen, and the food will be delivered to customers using third party delivery services.

This makes one of the key important factors of the brand to be able to stand out among other logos on Grubhub, Doordash, etc.

In addition to visually standing out, the brand should communicate boldness in a modern style that shouts great chicken!

Key Descriptive Words:

• Modern, Hip, Simple from a visual standpoint.

• Other adjectives might include: Specific, Straightforward, Fun, Young / Youthful, New, Fresh, Post, Accessible

Note:

The business cards are meant to show how the brand can evolve past the logo but will evolve with logo revisions. Additionally, the information shown is placeholder information.

Moodboard

Initial Concepts

Concept 1

Of the three concepts, this one most closely captures a bold, almost sports-like mascot. The geometric shapes to make up both the chicken and frame the text capture have a familiarity to them, but since the shapes are being used in unexpected ways, they are very striking. Slanted text tends to be used for emphasis which works well here, in addition to the subtle implication of motion/your food coming straight to you.

Concept 2

In contrast to the more bold, solid geometric approach to the chicken above, I also wanted to include one that felt a little more playful. The circles surrounding the chicken will work especially well for a stamp. The same treatment to the font in both words in this option make a very bold overall statement. When I was scrolling through Doordash and Noco Nosh, one color logos with simple straightforward type tend to really stand out.

The same benefits of the slanted/italic type apply here to capture boldness and swift delivery.

Concept 3

I wanted to include one option that really leans into the “sexy” aspect of the brand and showcase a few more curved lines. The boldness of the word “sexy” along with the customized lines on the "x'“ would definitely stand out scrolling on delivery apps. The kind of swooping lines could also be implemented elsewhere in the brand such as menus, etc.

I also this there’s a strong suit to the simplicity of the chicken icon and that the primary detail is a subtle “S” shape to reference the name.

Revisions

Option 1

I think this option has a lot of personality and the strutting posture of the chicken works really well with the name. I think the limited amount of detail creates more depth in the chicken and gives it more recognizable and defining elements.

Option 2

The line drawing on this option creates a playful overall look. I still incorporated somewhat of a strut in to the posture because of the personality it provides in comparison to other logos with chickens. The simplicity of the lines would translate well into a stamp used for the to-go bags, etc.

Option 3

I wanted to provide an option that plays incorporates the simple bold, somewhat abstract line drawings and can still play on the “S” shape from the first options, so I elongated that from just around the head to go down the neck as well. I think this creates a very unique recognizable look all in all.

Revisions 2

Option 1 - Full Chicken

Notable changes:

• Revised shape of the head to close the gap above the nose

• Addition of white fill to majority of the body of the chicken

• Addition of red to fill in detail areas

Option 2 - Chicken Head

Notable Changes:

• Revised shape of the feathers at the top of the head. I think the smaller, more rounded shapes take away some of the “boldness” and make the overall shape a little less aggressive, more inviting

• Change in the shape and position of the eye. Again, this change makes the chicken itself more inviting, less like it is staring. I think the addition of the curved line above the eye works particularly well as a nod to the “sexy” aspect of the name.

• Addition of the red color in detail shapes

• White fill of the body and head