A BETTER CHICKEN REPUBLIC

I don't know if anyone else has noticed, but, chicken republic restaurants (in Lagos and Abuja at least) have had a bit of a face lift. Its nothing drastic but they seem to have a more updated and contemporary look.
So i did a bit of digging and came to find that a South African firm, Design Tact has been responsible for about 70 redesigns around the country.


They developed a modular system made up of a 'kit of parts' such as the prominent use of red and white with yellow having only a 5% accent coverage,  Big and Bold lifestyle graphics and wayfinding in-store as well as updated seating and furniture. Peruse their project page.

 Renderings from DesignTact

Previous store front

Redesigned store fronts

The materials used on the facade of the locations also shifted from the overt ultra-modern aluminium panels (popularly called alubond) to a less heavier more expressive Red and/or white tile. Still on the store fronts, the tilted brand mark in 'peek-a-boo' fashion as signage on the face of some outlets is yet another noticeable change. Even the menu and product offerings have had a slight revamp, with some items being dropped and new ones on the table.

New Redesigned Interiors

New Redesigned Interiors

One thing that didn't change though is that wonderful illustrative motif you find on their packaging, website background and other brand touchpoints. I'd always wondered who created this mosaic with a subtle,slightly grungdy, modern African vibe, and my digging also found me an answer.

A design studio in London, called amber and green were responsible for over 80 individual illustrations that make up this pattern. The final product has been used widely within their marketing communications as well as some locations in the past. Its still carries the African-ness that Chicken Republic seek to typify in a more contemporary manner, thus it stayed on as the strong visual asset that it is.

initial sketches

All 80 illustrations with the brandmark in the center

one of the 80 illustrations used on a prominent marketing graphic

the illustrations as in-store wallpaper

See their behance page for more images.

 

Some may liken this 'new look' to the emergence of the KFC brand in Nigeria and their apparent or sudden takeover, you may or may not be right, but, regardless, its a very welcome update and I look forward to seeing how they keep up with challenger brands in the changing QSR landscape. Thus far, they're in-step.