- CHKN Woodfire Grill
A Fresh Spin on Fast Casual
Discipline: Visual Identity and Packaging Design
Role: Creative Direction / Design
Client: CHKN Woodfire Grill
CHKN Woodfire Grill was developed as an exploratory brand to reimagine fast casual dining. The concept focused on creating a modern identity that combined clarity with character, offering a distinctive presence in a saturated category. The system showed how even quick eats can feel elevated and approachable with thoughtful design choices. The visual language carried through packaging, color, typography and pattern, with playful stacked type giving the identity a fun, approachable quality. Together these elements set the stage for a brand experience that felt simple, contemporary and crafted.
Simple Design with Craft Details
The design relied on simple elements brought to life through a bold, complementary palette of teal, gold and burnt orange. Kraft paper packaging kept production cost-effective while reinforcing an approachable, handmade quality. Stickers provided flexibility for customization, and repeating icon patterns added visual rhythm across applications. Playful stacked typography tied the system together, giving the logo and identity a distinctive energy. Some of the packaging was designed to highlight the star of the show, the chicken, placing the food at the center of the brand experience.
Beyond packaging, the identity leaned on adaptable layouts to stay flexible across menus, signage and digital applications. The focus was on simplicity that did not feel generic, giving CHKN Woodfire Grill a presence that was warm, modern and memorable. By balancing thoughtful craft with smart cost efficiency, the system proved how small design details can transform fast casual dining into an experience that feels both familiar and elevated. Together these details created a system that was contemporary, distinctive and easy to scale while keeping the spotlight on the star of the show, the chicken.
