CHIMCKING

CHIMCKING

Personal Concept Project
Logo rebrand · Menu Design · Product design · packaging

Art Direction Overview

This project is a conceptual rebrand of Chimcking, a fast-casual fried chicken chain. The goal was to elevate the brand’s visual identity and reposition it as a more contemporary, design-forward experience.

The work explores how strong art direction can transform an existing food brand into something more distinctive, culturally relevant, and visually engaging.

The Challenge

Fast food branding is often visually repetitive and lacks differentiation.

The challenge was to reimagine Chimcking in a way that feels bold, modern, and memorable—while still aligning with its core identity.

The Idea

Shift the brand from a functional food experience to a visual-first identity.

By refining the logo, menu, product presentation, and packaging, the brand becomes something customers recognize, photograph, and share.

Chimcking becomes more than a restaurant—it becomes a brand experience.

The System

Logo Rebrand (Identity Core)

• Simplified, bold mark for stronger recognition

• Refined typography to feel modern and scalable

• Designed to work across signage, packaging, and digital

Menu Design (User Experience)

• Clear hierarchy for easy navigation

• Clean layout balanced with expressive brand elements

• Designed to enhance the ordering experience, not just display items

Packaging System

• Cohesive visual language across all packaging formats

• Strong color and graphic use for in-hand and social visibility

• Designed to feel intentional and shareable

Product Design (Presentation)

• Consideration of how food visually aligns with the brand

• Focus on consistency between product and packaging

• Reinforces the overall brand experience

Art Direction

The visual system emphasizes clarity, boldness, and consistency:

• High-contrast color palette for strong visibility

• Clean, modern typography with subtle playfulness

• Minimal but impactful graphic elements

• Consistent application across all touchpoints

The goal is to create a brand that feels recognizable, modern, and culturally relevant.

Audience

Primary: 18–35 consumers drawn to visually strong, modern food brands
Secondary: social media–driven audiences who engage with shareable food experiences

Execution

Developed a cohesive rebrand system across identity, menu design, packaging, and product presentation.

Created using Adobe Illustrator, Adobe Photoshop, and Adobe InDesign.

Outcome (Conceptual)

A refined brand direction that elevates Chimcking into a more visually distinctive and experience-driven identity—designed to stand out in a competitive fast-casual market.