Welcome to plucked — a brand identity for a chicken rental company.
This project was a live competition for university, set by the
design agency Public London. We created the identify to be powerful,
using vengeful chickens as the route for the design.
This ideology created an unapologetically bold but fun personality
for the brand that would both attract our target audience of
families, while standing up for the mistreatment of chickens in the
poultry industry — or as we like to put it — plucking chickens from
their life sentence in poultry prison to go to happier homes.
When designing, we took inspiration from real chickens to create the brand elements for Plucked. The brand uses playful cartoon shapes designed from parts of a chicken, while the colours reflect the neutral pallete of a chicken.
We created a custom, working typeface, by starting with a bold impactful typeface, but plucking the corners of each letter, to keep the impact of the font while becoming more playful. "Plucking" became the primary part of our design language and we used the effect in our animation.
Instagram became our main way to interact with a younger, family-centred audience, which simultaneously allowed for the hypothetical brand to raise awareness for the mistreatment of chickens in the poultry industry.
We created stories and instagram posts that communicated our brand's energy, purpose and mission, using our fun Plucked shapes and colour palette to make a visually unique and captivating instagram page.
On top of the social media content, we created digestable infographics in the brand's style that communicated some of the horrific facts we found about the poultry industry while researching for the project.
However, an online presence is only one way of reaching a potential audience. We realised that the chicken owners would also love getting out on adventures, so we created various out-of-home advertisements that we were sure would get people clucking.
We also considered what may arrive with your chicken, and how the brand may continue to interact with the custom after delivery. This meant contact cards, thank you letters, and even the vehicle it may be delivered in.
When it came to presenting our work to the client — in this case the design agency, Public London — we made sure to consider all the small things in our brand that really made us stood out among our piers.
This included custom T-shirts with our logos, a 3D printed chicken that we gave as a gift, and a presentation that left them without any feedback to give us.
When presenting this work, we had to put all our confidence and energy into unveiling the brand as it stood between us and our internship with Public London. Have a look at what we presented by clicking the link to the left.
The plucked team