Madness Over Chicken
Food & Beverages
Logo & Brand Identity
Branding Campaign
Ratnagiri
2025
Madness Over Chicken is a Quick Service Restaurant specialising in authentic Chinese cuisine, created to deliver bold flavours with a premium dining experience. We partnered with the brand to build a distinctive identity that reflects authenticity, energy, and modern food culture.
Summary
The objective was to position Madness Over Chicken beyond the typical neighbourhood Chinese outlet and establish it as a premium QSR brand. Our branding process focused on creating a memorable identity with a bold visual language that communicates authenticity, quality, and appetite appeal. Every design element was developed to ensure the brand stands out across storefronts, packaging, digital platforms, and customer touchpoints.
Challenge
The biggest challenge was to create a Chinese food brand that felt authentic and premium without looking overly traditional or visually cluttered. The market is filled with similar-looking restaurant identities, making differentiation difficult. The brand needed to attract a younger audience, perform strongly on delivery platforms, and remain effective across packaging, signage, and social media. At the same time, the identity had to communicate quality, flavour, and trust while maintaining a clean and modern appearance. Creating a mascot that felt memorable rather than cartoonish was a key part of the challenge.
Solutions
We designed a mascot-driven identity system that combines strong visual recall with a premium QSR aesthetic. The circular logo format creates versatility across packaging and digital applications, while the expressive chicken character adds personality and instant brand recognition. A bold red and cream palette was chosen to stimulate appetite while maintaining a refined visual balance. The typography and graphic elements were kept clean and confident to ensure consistency across storefronts, menus, takeaway packaging, and online platforms. The result is a distinctive brand identity that successfully communicates authentic Chinese food with a fresh, modern, and memorable personality.
