Victory Chicken Branding

AT A GLANCE

Located in east Austin, Victory Chicken is a Mexican fast food restaurant with modernized traditional Mexican charm. The restaurant specializes in spicy Mexican-style fried chicken that everybody loves. The founder believes that the VC spicy chicken should be tasty, healthy, and ethically responsible, with a friendly price point that everyone can enjoy.

THE GOAL

Creating a brand identity that speaks to the core mission, value, and story behind Victory Chicken, through an authentic personality.

Client: Victory Chicken

Category: Branding, Print

THE STORY

The tasty Victory Chicken is marinated with the founder’s secret hot sauce that his grandmother used to make for his family since the 60s. This secret hot sauce is not too spicy, with a great balance of vinegar and spice flavors, making it a great option for pretty much everyone. When you blessed your taste buds with these spicy Mexican-style fried chicken, surprisingly you haven’t tasted any spicy chicken this PERFECT before! It is tasty, spicy yet not overly spicy, it is just right, it’s spicy right!

THE CONCEPT

The Victory Chicken logo is a complex style brand identity, with an illustration of a rooster that is strategically placed inside the emblem. The rooster represents the specialty of the restaurant; it also symbolizes leadership, pride, and good luck in Mexican Culture. Reflecting the traditional Mexican aspect of the restaurant, the hands-on ethnic cooking process, and the owner’s family passed-down recipe, the brand identity is considered vintage looking and reminiscent with some subtle grunge.

THE OUTCOME

“ Amazing work!
I really enjoyed working with Chelsea and XYU,
and really impressed with the result!
Top notch quality! We definitely plan to work
again with XYU in the future.”

– Owner of Victory Chicken