Introduce the ever-popular Taiwanese fried chicken brand into a saturated fast-food service market while retaining a sense of culture and tradition. Rethink and design the champion icon of the brand, Mr. TKK without losing brand recognition. Design a retail experience that will stand out in a sea of sameness and leave consumers wanting more than just the food they offer.
We started by identifying what makes TKK so very special: its uniquely Taiwanese credentials, its heritage of creating high-quality fried chicken, and its iconic mascot, Mr. TKK. We refreshed the logo identity to both Westernize and modernize. We then created a robust design language that reflected the youthful and fun aspect of fried chicken and brought it to life across packaging, uniforms, signage, menus, and retail design.