A Treat For Dallas Diners
Bad Chicken enlisted restaurant and hospitality branding agency Vigor to cook up a new look for the brand’s first standalone location and reintroduce “the baddest wings in town” to Dallas diners. The work includes brand strategy and positioning, brand refresh and identity, exterior and interior interior consultation, design signage, wayfinding, packaging, menu, merch and uniforms.
Design includes an updated brand mascot to convey the brand’s maverick but playful attitude. The work also included an expanded visual toolkit with instantly identifiable typography, a vibrant color palette and a refreshed tone and voice.
For Vigor, the biggest challenge was meeting the standards set by the Bad Chicken menu. “Everything that comes out of the Bad Chicken kitchen is amazing. Big, bold flavors in almost every dish, and we wanted to create a visual identity for the brand that stands up to what’s being served,” said Vigor CEO Michael Pavone. “In the end, we’re essentially relaunching the Bad Chicken brand. We’re building an experience for diners and bringing the brand to life visually in a way that people will remember.”
Vigor is part of Pavone Group, a full-service marketing group with offices in Philadelphia, New York, Atlanta and Harrisburg PA.
