Alabama Mama: Chrispy Branding
Alabama Mama is a Polish fast-food chain restaurant that specializes in in-house-made crispy chicken. The idea for the restaurant name was inspired by one of the southern states where crispy chicken originated.
The objective was to create a wholesome brand identity that presents the roots of the crispy chicken cuisine in a modern and respectful for both (Afro-American and Polish) cultures manner.
A vintage-looking typeface was chosen to resemble the typography that was popular back in the 70s. Besides the primary logo, a set of secondary logos was created to allow the client to be flexible when it comes to B2C communication. Halftones were used in illustrations to simulate mechanical printing techniques. The individual illustrations were then formed into a seamless pattern, which was applied to the packaging design.
When: 2022
What: Logo, Brand identity & Illustration
After researching the competition, their visual language, and learning about their marketing strategies, I found it important to create a brand hero. In co-creation with the client, we decided on a Rubenesque woman, whose visual qualities suggest her origin. The brand hero allowed to creation of a link between Alamaba Mama's dishes and the traditional recipes used by American diners. This identified the direction for future branding.
A vintage-looking typeface was chosen to resemble the typography that was popular back in the 70s. Besides the primary logo, a set of secondary logos were created to allow the client to be flexible when it comes to B2C communication.
Halftones were used in illustrations to simulate mechanical printing techniques. The individual illustrations were then formed into a seamless pattern, which was applied to the packaging design.
To continue the narrative of the 'home-made cuisine' and 'traditional recipes', I designed a sticker, that had a placeholder for a name of a chef, who prepared a delicious crispy chicken that day. This way a person ordering food would be virtually introduced to the person cooking it as if a meal at Alabama Mama was a small friend or a family gathering.
“Really really great work !! I am very impressed by the design skills, interpersonal communication !! Great work, great person !! Will definitely come back ASAP.”
— Tomasz J.
Owner and co-founder of the New York Pizza Department (Poland).