Exterior Branding: Chick-fil-A
Role - Design Lead (Paid Competition/RFP)
Status - Project Won, Led to additional projects
The Goal
Chick-fil-A’s welcoming fast-food experience was at odds with their recognition in a crowded landscape of bright, bold red. In order to grow their brand for the future we reimagined how to build their hospitality into their physical locations. This project was divided into two unique sprints that each looked at a high value opportunity for physical change. As the design lead on both sprints, I led the team from conceptualization through presentation to create continuity between the two projects. This work led to a longer partnership utilizing the kit of parts idea to create a new interior and exterior Chick-fil-A experience.
Sprint 2 | Exterior Branding
Design three distinctive concept directions for the exterior evolution of Chick-fil-A.
The Exterior branding exercise was a tremendous opportunity to re-introduce Chick-fil-A and leave a lasting joyful memory with both current and first-time customers. In this crowded and competitive landscape, amidst a sea of similar brands and experiences, the design must capture attention and convey the essence of the Chick-fil-A brand immediately.
The design team was asked to provide three distinctive concept directions to help the internal Chick-fil-A team visualize a range of possibilities.
Existing Conditions
Multiple implementation formats of varying architectural styles.
Quality/consistent operators and beloved by the community it serves.
Operation-driven decisions have taken away the uniqueness.
85% of stores are ground-up builds.
Industry Landscape
We ran an exercise with the clients to guess which brand was successful at representing themselves using only exterior architecture without logos and other graphic identifiers. This exercise allowed us to look at how the competitors were using architectural massing, materials, graphics, and colors, as well as to find opportunities to break the norm.
Placemaking
Capitalizes on a local community’s assets, inspiration, and potential, with the intention of creating spaces that promote people’s health, happiness, and well being.
Programming
Using existing programming, we designed three distinctive concepts that consider how customers approach and view the building from different vantage points to create a Chick-fil-A experience from every angle.
Customer journey & Holistic approach to the exterior design
Three Distinctive Paths
Final Concept directions
Concept A | Red Ribbons
Leverage red archway design language from Chick-fil-A airport concept to create a recognizable branded environment.
Concept B | Modern
Translate the joyful brand voice into modern architecture and create a unique indoor-outdoor space with live foliage inside a semi-enclosed shell.
Concept C | Heritage
Connect with Chick-fil-A’s roots by blending design cues from traditional American form and the modern farmhouse aesthetic.
Final Concept Directions
Concept A | Red Ribbon
Leverage red archway design language from Chick-fil-A airport concept to create a recognizable branded environment.
Concept B | Modern
Translate the joyful brand voice into modern architecture and create a unique indoor-outdoor space with live foliage inside a semi-enclosed shell.
Concept C | Heritage
Connect with Chick-fil-A’s roots by blending design cues from traditional American form and the modern farmhouse aesthetic.
Work while employed at Bergmeyer Associates