Heiken Brand Identity Development

Heiken is a bold, playful brand designed to stand out in the competitive food industry. Derived from the Finnish phrase "Hei Kana" (meaning "Hey Chicken"), the brand identity balances an international feel with a warm, inviting personality. This project established a comprehensive visual system—from core identity to physical application—ensuring the brand is both memorable and scalable.

The name Heiken serves as a clever linguistic bridge:

Linguistic Roots: A fusion of "Hei" (a greeting) and "Kana" (chicken).

Brand Persona: The identity is designed to be warm and inviting, providing a playful nod to its food industry roots while maintaining a premium feel.

The Heiken logo features a stylized, geometric chicken mark integrated with a custom logotype.

Consistency: Strict guidelines ensure visibility across all media.

Sizing: A minimum size of 2.5 CM is required for general use, scaling to 4 CM for A4 and 6 CM for A3 applications.

Positioning: To maintain impact, the logo is placed in corners or centered on the vertical axis, with a rule to never use the logotype at sizes smaller than one-third of the canvas width.

The palette uses high-contrast, "appetizing" colors to drive brand recognition:

Primary (Maroon): HEX #710E23 | CMYK (33, 100, 78, 44).

Secondary (Gold): HEX #FBAF32 | CMYK (0, 35, 91, 0).

The brand utilizes a dual-typeface system to balance personality with function:

Heiken Title (Ruzack Mojok): A headline face packed with "offbeat energy".

Heiken Text (Ringo Bold): The workhorse typeface used for body copy and detailed information.

To preserve brand integrity, the following actions are strictly prohibited:

No Distortion: The logo must never be rotated, stretched, or distorted.

No Alterations: Adding/subtracting elements, recoloring, or converting the logo into an outline is forbidden.

Clear Space: A specific "Clear Space" must be maintained around the logotype to ensure it stands out without interference from other graphics.

The identity system extends into real-world touchpoints, including:

Staff Uniforms: Branded polo shirts featuring the primary maroon base with gold accents and the geometric chicken mark.

Marketing Collateral: Strategic layouts for "Golden Crisp Delights" that utilize the brand's signature "bold yet balanced" typography.