Understand

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.

Position

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.

3. Availablity

Between a speedy delivery option to an acceptable price tag.

4. Involve

Being a 'QSR' or Quick Serve Restaurant and inviting the customer to be part of the experience.

Evolve

The Big Idea

Righteous

1. Acting in an upright, moral way; virtuous.

2. Slang. Absolutely genuine or wonderful.

Decide

Initial Brandmarks.

Recommended Brandmarks.

Concept One

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.

Moodboard

Logo Creation

Logo

Color Palette

C7M14Y18K0

90% Black

Color Variations

Mockups

Concept Two

The Play

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.

Moodboard