The Chicken Option| Brand Identity, Packaging | Web Design

THE CHICKEN OPTION®

Brand Identity • Packaging Design • Social Media • Website & Mobile App UI

Good Chicken. Brighter Choices.

Project Overview

The Chicken Option is a conceptual food branding project built around one simple idea: making chicken more exciting, memorable, and visually irresistible.

The goal was to create a bold, playful, and instantly recognizable identity that feels fresh in a competitive food market.

From the logo and visual identity to packaging, social media, and digital experiences, every element was designed to work together as one cohesive brand.

Project Details

Project: The Chicken Option

Industry: Food & Beverage / Quick-Service Restaurant

Creative Direction & Design: Mehar Hassan

Services: Brand Strategy, Logo Design, Visual Identity, Packaging, Social Media Design, Web UI & Mobile App UI

Project Type: Conceptual Branding & Digital Experience

01 — The Creative Challenge

A Brand That Stands Out.

Food branding is about more than making something look delicious. It's about creating a recognizable personality that customers remember.

The challenge was to develop a visual identity that could stand out across different environments, from a small social media icon to large packaging, restaurant materials, and digital interfaces.

The direction needed to be bold without becoming overwhelming, playful without losing professionalism, and adaptable without compromising consistency.

02 — Logo Concept

Two Letters. One Chicken. Endless Possibilities.

At the heart of the identity is a custom geometric logo that cleverly combines the letters C and O with the recognizable form of a chicken.

The circular shapes create a friendly, memorable symbol, while the red comb adds personality and strengthens the connection to the food industry.

The mark was designed to work independently as an icon or alongside the stacked brand name.

Simple in form. Distinctive in character. Memorable by design.

03 — Visual Identity

Bold Colors. Bigger Personality.

The visual identity combines energetic colors with confident typography and expressive geometric shapes.

A deep purple establishes the brand's distinctive character, while vibrant red brings energy and appetite appeal. Golden yellow introduces warmth and contrast, supported by clean neutrals.

Color Palette

Primary Purple — #3B2E9B

Chicken Red — #E41E3A

Golden Yellow — #F4A61D

Charcoal — #0A0A0A

Light — #F8F6F2

Typography — Montserrat

Montserrat was selected for its bold geometric structure, excellent legibility, and contemporary personality.

Heavy headlines command attention, while lighter weights keep supporting information readable and balanced.

Together, these elements create a flexible design language across both print and digital applications.

04 — Packaging Experience

Designed to Be Seen. Made to Be Remembered.

Packaging plays a major role in how customers experience a food brand.

For The Chicken Option, I developed a packaging concept that transforms everyday takeaway essentials into recognizable brand assets.

The system includes chicken boxes, takeaway bags, beverage cups, fries containers, food wrappers, and supporting printed materials.

Oversized logo elements, playful graphic patterns, and contrasting brand colors create visual consistency without making every item look identical.

Each touchpoint reinforces the brand personality, whether customers are dining in, ordering takeaway, or sharing their food on social media.

05 — Social Media Direction

Scroll-Stopping by Design.

The social media direction brings the brand's vibrant personality into the digital world through bold typography, appetizing food imagery, and recognizable visual elements.

The creative approach focuses on three core principles:

Appetite appeal: Making food the hero through impactful imagery.

Brand recognition: Using consistent colors, typography, and visual motifs.

Clear communication: Combining attention-grabbing headlines with simple, memorable messaging.

The result is a social media design system that balances promotional content, brand storytelling, and product-focused visuals.

06 — Website & Mobile App UI

From First Impression to First Order.

The brand experience extends beyond physical materials into a modern website and mobile ordering app concept.

The website's hero section combines bold messaging, vibrant food photography, and prominent calls to action to create an inviting first impression.

The mobile app explores a convenient food-ordering experience through intuitive navigation, product discovery, item customization, and a streamlined checkout flow.

Both interfaces follow the same visual identity to make the transition between physical and digital touchpoints feel natural.

The objective was simple: make the brand easy to recognize, enjoyable to explore, and effortless to interact with.

07 — The Final Outcome

One Identity. Every Touchpoint.

The Chicken Option demonstrates how a simple visual idea can evolve into a complete brand experience.

By connecting a distinctive logo with confident typography, expressive colors, memorable packaging, engaging social media, and modern digital interfaces, the project establishes a cohesive visual direction.

Every element was created with consistency, adaptability, and brand recognition in mind.

The result is a bold, energetic, and contemporary identity designed to make every interaction memorable.

Let's Create Something Great Together.

I'm Mehar Hassan, a multidisciplinary designer and creative builder specializing in brand identity, graphic design, digital experiences, and development.

I help businesses turn ideas into distinctive brands and engaging digital products.

Email: hello@meharhassan.com WhatsApp: +92 322 4437730 Website: meharhassan.com

Connect with me: LinkedIn • Instagram • X (Twitter) • Dribbble • Contra

Thanks for watching!

© 2026 Mehar Hassan — Creative Direction & Design

Suggested Behance Tags: Brand Identity, Logo Design, Food Branding, Packaging Design, Visual Identity, Graphic Design, Restaurant Branding, Social Media Design, Web Design, UI Design