Penny's Rebrand.
A bold new brand for bold Nashville flavor.
ROLE
Brand Designer
Brand Strategist
COLLABORATORS
Ibrahim Ma (me!)
DURATION
1 month
SKILLS
Brand Identity
Brand Strategy
Visual Storytelling
Graphic Design
OVERVIEW
What if we could redesign an existing brand to stand out in a crowded market?
Penny’s Hot Chicken serves students and young adults, but the branding didn’t reflect that audience. Through brand analysis, I found inconsistencies across the logo, typography, packaging, and messaging that made the brand feel disconnected from the quality and experience of the food.
Old Logo
SOLUTION
A rebrand designed to make the brand feel as bold as the food itself.
New logo.
New graphics.
Redesigned packaging.
New marketing strategy.