HiFive Chicken
Omnichannel Brand Experience + Packaging + Environmental + Digital + Integrated Campaigns
HiFive Chicken is a fast growing quick service restaurant brand built around bold flavour, high energy, and accessible quality. The project began with a foundational branding strategy, designed to position the brand for both immediate impact and long-term scalability.
From the outset, the focus extended beyond visual identity alone. The work required building a complete ecosystem, one that could unify franchise locations, guide decision making, and create a consistent customer experience across every interaction.
This evolved into a full brand rollout, spanning guidelines, packaging, digital platforms, environmental design, and ongoing marketing systems that support both growth and recognition.
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The Challenge
The quick service category is saturated, highly competitive, and driven by speed, consistency, and memorability. For HiFive, the challenge was to stand out while also building a system that could scale efficiently across multiple locations.
The goal was to create a unified framework that could guide franchise growth while maintaining a strong, recognizable identity that connects with customers both visually and emotionally.
Without a clear and structured brand system, rapid expansion can lead to fragmentation. Differences in location design, messaging, and execution can quickly dilute the brand experience.
Strategic Insight
The HiFive brand is built on energy, simplicity, and bold expression. At its core, it needed to feel approachable and fun, while still delivering a sense of quality and consistency that builds trust.
By prioritizing clarity, repetition, and strong visual language, the brand could scale without losing its personality, ensuring each location and interaction reinforces the same core experience.
The strategy focused on creating a brand that works across multiple environments, from packaging in-hand to large scale storefronts and digital channels. Every touchpoint needed to feel connected and instantly recognizable.
Creative Direction
The creative direction centred on bold typography, high contrast colour, and confident, expressive design. The goal was to create a brand that feels immediate, energetic, and unmistakable in any setting, from storefronts and packaging to digital campaigns and social media.
That same thinking extended into motion and digital experience. Even the music and sound design were considered part of the identity, with cues like hand claps and finger clicks woven in to reinforce the brand in a way that felt playful, memorable, and ownable.
Typography plays a leading role, acting as both a functional and expressive element across packaging, signage, and digital applications. Colour is used strategically to create impact and ensure visibility in crowded environments, while recurring hand-based imagery subtly ties back to the HiFive name and strengthens brand recall.
The Packaging System
A comprehensive brand system was developed to support consistency across all franchise locations and marketing channels. This included detailed brand guidelines designed to standardize execution while allowing for controlled flexibility.
By building a structured yet adaptable framework, HiFive is able to scale efficiently while maintaining a strong and unified identity.
The system extends into every aspect of the business, from environmental design and in-store graphics to digital platforms and promotional materials. Each element is designed to reinforce the brand and create a cohesive experience.
Execution
The execution phase brought the strategy to life across a wide range of applications. Brand guidelines were developed to support large scale franchise growth, ensuring consistency in design, messaging, and customer experience.
Environmental design played a key role, with planning and graphic buildouts across multiple locations. This included involvement in material and finish selections such as tiles, paint, and custom furniture, ensuring each space reflected the brand. Additional outputs included packaging systems, LTR buildouts, and printed materials such as coupon mailers, gift cards, and menus.
A full website redesign established a strong digital presence, supported by a social media and advertising strategy that significantly increased both following and engagement. This helped extend the brand beyond physical locations into a broader audience.
Impact
The HiFive brand has grown into a cohesive and scalable system, supporting expansion across multiple locations while maintaining a strong and consistent identity.
This project demonstrates how a well defined brand system can support rapid growth while preserving clarity, consistency, and impact across every interaction.
The integration of strategy, design, and execution has allowed the brand to perform effectively across both physical and digital environments, strengthening recognition and engagement.
Creative Leadership
As the creative lead on the project, I worked closely with Jasleen at Nine Marketing to help shape HiFive Chicken into a brand built for long-term growth, consistency, and recognition. Together, we developed a strong foundation across strategy, design, and execution, creating a system we can still proudly high-five each other on.
That attention to recognition carried through even into the digital setting. We made sure the brand experience included subtle cues tied back to the idea of HiFive, from the use of hands throughout the visual language to sound design choices that featured clapping hands and finger clicks. It was a deliberate way to reinforce memory and connection, bringing the brand back to its core idea again and again.
My role extended across brand development, packaging, digital experience, environmental strategy, and the many practical decisions required to bring the brand to life at scale. From franchise guidelines and in-store applications to website design, print collateral, and packaging systems, the work focused on building a brand that could remain cohesive across every customer touchpoint.