Develop the brand to create a stable platform for growth via a clear strategy.
The name JJ is derived from the Lebanese dialect of Arabic for chicken. With the increasing health risks in chemically enhanced meats and preservative filled food, the need for good quality and healthy good is being addressed.
Using a unique method of charcoaling and grilling chicken, JJ Chicken aims to provide Quick Service to the everyday consumer while offering hearty meals with an affordable price tag.
1. Great Taste
From the farm grown & grain fed chicken to the sauces made on the daily basis.
2. Healthy Alternative
Using a unique method of charcoaling and grilling chicken which provides a direct source of protein and other nutrients.
Between a speedy delivery option to an acceptable price tag.
Being a 'QSR' or Quick Serve Restaurant and inviting the customer to be part of the experience.
The Big Idea
1. Acting in an upright, moral way; virtuous.
2. Slang. Absolutely genuine or wonderful.
The Speech Box
This route focuses on the organic side of food. Lifting off the many ideas behind organic produce, being simple, minimalistic and fresh is what this concept conveys; all of which refer directly to being Righteous.
This route takes more of a technical approach to the brand. The play here is in between the typography used in the logo. There is an obvious air of healthy, farm fresh and organic food which is seen through the visual language and also creates a vintage look and feel, all tying back to the idea of being Righteous.