AANDR©
AANDR©
AROUND THE CLUCK®
Fried chicken brand by James Cochran, an alumni of Michelin Star restaurants and 2x winner of The Great British Menu.
AANDR© defined the strategic messaging, visual identity, rhetoric style, and other key touch points to reflect the unique menu offerings and personal style of its founder and creator.
SERVICES
CREATIVE STRATEGY
BRANDING
COPYWRITING
GRAPHIC DESIGN
PHOTOGRAPHY
VIDEO
The strategy behind Around the Cluck® was to differentiate and define it within its own category of fried chicken brands.
An outlier from both the big name chains like KFC and Popeye's, and the corner chicken spots, ATC boasts world-class recipe development from a celebrated culinary figure.
Injecting flair and individuality into every take, the brand was designed from the start to embrace the fine dining and fun-loving in one move.
The aesthetic inspiration was drawn from the same eclectic influences that have shaped chef Cochran's own personal style; a blend of hip hop, street and workwear drip, and the unique eccentricities that earned him features in publications like GQ and British Vogue.
The voice of the brand had to be as authentic as the founder, while incorporating brand-specific lexicon and language that would ensure ATC would never be mistaken for your average fried chicken restaurant.
AANDR© developed key menu names, and helped shape the tone of voice for use across all brand touch points.