This 70s Americana inspired branding for the New York chain of chicken & waffle restaurants Lil’ Sweet Chick, was conceived by a local design studio Saint Urbain. The goal was to spread love in a Brooklyn kind of way. The studio has imagined a chicken-egg figure to become Lil’ Sweet Chick’s flag symbol.
Together with optimistic red hero color and hippie, 70s-inspired typography, there is a vintage charm to the visual identity. Softer pastels complement the palette while the illustration style empowers the chain with what seems like an approachable and friendly approach to every street food fan.