BRANDING | ALABAMA MAMA | 2022
Kurczaczki o'clock!
'Kurczaczki o'clock!' (from the Polish word 'kurczak' that means chicken) is a tagline for a brand new Polish restaurant Alabama Mama that specializes in in-house-made crispy chicken. The idea for the name was inspired by one of the southern states where crispy chicken originated from.
My task was to create a wholesome brand identity that presents the roots of the crispy chicken cuisine in a modern and respectful for both (Afro-American and Polish) cultures manner.
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A starting point
After researching the competition, their visual language, and learning about their marketing strategies, I found it important to create a brand hero. In co-creation with the client, we decided on a woman of a Rubens's body type, whose visual qualities suggest her origin. The brand hero allowed to creation of a link between Alamaba Mama's dishes and the traditional recipes used in American diners. This identified the direction for future branding.
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the brand identity
A vintage-looking typeface was chosen to resemble the typography that was popular back in the 70s. Besides the primary logo, a set of secondary logos were created to allow the client to be flexible when it comes to B2C communication.
Halftones were used in illustrations to simulate mechanical printing techniques. The individual illustrations were then formed into a seamless pattern, which was applied to the packaging design.
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A PERSON-CENTERED APPROACH TO DESIGN
To continue the narrative of the 'home-made cuisine' and 'traditional recipes', I designed a sticker, that had a placeholder for a name of a chef, who prepared a delicious crispy chicken that day. This way a person ordering food would be virtually introduced to the person cooking it as if a meal at Alabama Mama was a small friend or a family gathering.
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HEART-WARMING WORDS FROM THE CLIENT
Really really great work !! I am very impressed by the design skills, interpersonal communication !! Great work, great person !! Will definitely come back ASAP.
Tomasz J.
Owner and co-founder of the New York Pizza Department (Poland).
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Thank you for watching!
Feel free to share your feedback in the comments bellow. I'm always open for some constructive criticism.
Mockup sources: freepik.com
