Bad Chicken has enlisted Vigor to cook up a new look for the brand’s first standalone location and reintroduce “the baddest wings in town” to Dallas diners.
The work includes brand strategy and positioning, brand refresh and identity, exterior and interior interior consultation, design signage, wayfinding, packaging, menu, merch and uniforms.
“As a restaurateur, you have a vision in your head of what you want your brand to look like and how you want it to come to life. The colors, the shapes, the textures. That vision is easy. Making it real is the hard part,” said Bad Chicken Founder Bobby Shuey. “That’s the importance of having a good creative and branding partner like Vigor. Their strategic approach to brand design not only captured the essence of our vision but also resonated deeply with our target audience.”
Bad Chicken was launched in its original location in 2022. Founder Bobby Shuey founded the restaurant to fill a gap in the chicken wing market not served by the current Nashville hot chicken trend. Bad Chicken wings are smoked, flash-fried and tossed in a variety of sauces.
For Vigor, the biggest challenge was meeting the standards set by the Bad Chicken menu.
“Everything that comes out of the Bad Chicken kitchen is amazing. Big, bold flavors in almost every dish, and we wanted to create a visual identity for the brand that stands up to what’s being served,” said Vigor CEO Michael Pavone. “In the end, we’re essentially relaunching the Bad Chicken brand. We’re building an experience for diners and bringing the brand to life visually in a way that people will remember.”
Design for the brand identity included an updated brand mascot to convey the brand’s maverick but playful attitude. The work also included an expanded visual toolkit with instantly identifiable typography, a vibrant color palette and a refreshed tone and voice.
Vigor is part of Pavone Group, a full-service marketing group with offices in Philadelphia, New York, Atlanta and Harrisburg, Pa.
