Branding and Design for Dottie’s Crispy Chicken
Dottie’s Crispy Chicken
Brand Identity • Logo Design • Website Design • Packaging Design
Dottie's Crispy Chicken fries up Jersey fresh poultry, mouthwatering sauces, and golden curly fries for the ultimate comfort food combo. For this project, I had the opportunity to create a fun, nostalgic brand identity that captured the essence of comfort food with a vintage twist. The creative director provided a mood board full of retro visual references, which I built upon to create a unique, vibrant look.
The logo design features a retro-inspired chicken mark, with playful colors of red, blue, and yellow to evoke a sense of fun and warmth. The logo incorporates a brand pattern of dots, which ties back to the name "Dottie's," reinforcing the identity across various touchpoints.
In terms of packaging, I designed elements that reflected the playful and nostalgic brand feel, including sandwich wrapping paper featuring the brand pattern. The logo was also prominently featured on the food boxes and seal tape, creating a cohesive packaging experience for to-go orders.
As Dottie's Crispy Chicken operates primarily as a to-go business with no physical storefront, the brand and website design focused on creating an engaging online presence. The custom Squarespace website was designed to evoke the look and feel of the branding, making it easy for customers to place orders and connect with the brand through vibrant, eye-catching visuals.
With everything in place, Dottie's Crispy Chicken has a strong visual identity that’s perfect for engaging its primary audience and standing out in the competitive comfort food market.
