HOT MURGA | BRAND IDENTITY + ENVIRONMENTAL GFX

Undoubtedly, this project pushed the boundaries of my imagination, exploring diverse and cultural interpretations of a brand element - in this instance, a character called "Murga," which means chicken in Hindi.

Project Scope

Brand Foundation | Tagline
Environmental Graphics
Exterior Signage
Merchandising
Uniforms
Exterior Signage

Industry

Fast-Casual Restaurant

THE WORKSPACE

The brand personality was centered around serving a Hot Chicken with a twist. By blending Eastern and Western heat styles, the owners created a unique offering that introduced tastebud explorers to a new style of Hot Chicken. The menu included a list of comfort food favorites like Mac and Cheese, sliders, Disco Fries, and more!

Among countless options, one standout emerged: Chicken 14. This design perfectly captured the brand's tone, menu, and atmosphere the owners were looking to create. Chicken 14 was a memorable, engaging icon that resonated with the target audience.

THE WORK

“We love it! Can you help us with some other design pieces?” YES!

As a brand experience designer, a key goal is to create an ownable visual language within a responsive design system.

To keep up with the rapidly evolving landscape in the marketplace, I look to develop design systems that work across both digital and physical platform opportunities. These opportunities include physical spaces like retail, packaging, and signage. As well as digital spaces like websites, social media, and mobile applications.

This allowed me to answer every new design opportunity and ask with a YES!