We all know how it is to outgrow things, we outgrow clothes, people, styles, ourselves… So it’s only natural that brand as the living thing that they are, feel the need to do the same every now and then. Lil’ Sweet Chick is a great example of that, owned by hall of fame rapper Nas, this fried chicken joint wanted a revamp and a brand that showcased better who they are and their personality. In this case study, we get to clearly see how sometimes a rebranding is necessary not because the previous brand is bad or ugly, but simply because it may not be the best reflection of the identity and voice of the brand.
When we talk about visual identity is truly is just that, is how as creatives we develop visuals to express to the world who this brand is and what to expect. Same as the way a person carries themselves, dresses, and styles, a good brand identity should be able to give anyone an idea of what this brand is all about and their personality even before any real interaction.
For the case of Lil’ Sweet Chick, their previous branding was a little too formal and put together to really get across the charisma of this brand. The goal here was to revamp this restaurant into something modern, fun, and loud, that would blend in with the kind of pop-ups and venues where it’s trying to expand and resonate with their urban target audience. Using a modern and bold type with a vintage vibe, buzzy colors, and a fun and corky character, this brand is ready to go and live in the streets of Brooklyn knowing it belongs from top to bottom.
Lil’ Sweet Chick Rebranding by Saint Urbain
