ABOUT

I decided to have a go at designing a new logo for Really Happy Chicken, a vegan restaurant in Brighton. They are a new restaurant with limited branding and being vegan, I like the concept of the restaurant.

After researching the reasons for starting the restaurant, their passions and values, I thought it would be great to incorporate an element of the city of Brighton into the design. It was also essential to have the really happy chicken. The restaurant market themselves as a restaurant for vegans who loved KFC, so I wanted to get the look of a bargain bucket in there somehow too.

For my design, the happy chicken sitting on the restaurant or 'hut', creates the silhouette of the Brighton Pavillion dome, an iconic Brighton landmark. The restaurant initials in the bottom half of the design nod to the typical southern fried chicken fast food restaurant logos and would allow the design to stand on its own without the text ring around the design.

I liked the idea of a circular logo which could be used as stickers on takeaway bags, coasters and possibly merchandise, so I added the text ring with the company name around the main image. I decided to use a font similar to the one the company is currently using as it has a bold and playful style.

The logo works well in black and white but I experimented with backgrounds of pink or green as these are playful and healthy colours, perfect for a vegan chicken restaurant.