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BY A.J. BURUCA
TABLE OF CONTENTS
THE PLAN ............ 3-4 STYLE GUIDE ........... 5 LOGOS ........... 6 PRODUCT RE-DESIGN ........... 7 PRODUCT PHOTOGRAPHY ............ 8 PRINT ADVERTISMENT ............ 9
Families, All Age Groups
In 1946, S. Truett Cathy opened his first restaurant called the Dwarf Grill, in Hapeville, Georgia. Cathy is credited with the invention of the boneless breast of chicken sandwich. Truett Cathy founded Chick-fil-A Incorporated in the early 1960s with most of the establishments being in mall locations, with the first one opening in 1967 in Atlanta. Since 1967, Chick-fil-A has steadily grown to become the second largest quick-service chicken restaurant chain in the United States with over 1,615 units in 39 states and Washington D.C. In 2011, annual sales for the privately owned family company were over $4.1 billion.
BIG IDEA INCREASING SALES
Chick-fil-A is a very popular food chain across 39 states. Their brand recognition is great with their current logo and products. My plan consists of re-designing their foil sandwich bags that they use for the classic boneless chicken filet sandwich and the spicy filet sandwiches. Another part of the advertisements that needs to be fixed is their paper foil bags that have had the same design for years, with the occasional re-design to advertise for a new product. The bags could use a little makeover to be more appealing to the consumers. Chick-fil-A is already known for their customer service and the Chick-fil-A cow that is their mascot. In order to improve their appearance, it is necessary to have changes to their product wrappers and bags, especially if they plan on expanding to all 50 states. Currently the logo on their foil bags and their paper bags is big enough to the point that it stretches to all four sides of the paper bag and the back of the foil bag. Most people recognize the logo, but having the logo to be in one piece will be more appealing to the eye. People could also see the full logo and are probably more likely to remember the company that way. The logo will remain the same, for the classic look, but small changes to their product packaging is needed to keep the consumer drawn to the product. With these small, simple changes, sales for the company can grow. Having the consistancy between each products proves to be efficient, and is also more recognizable to the average customer that way.
CMYK: 75, 68, 67, 90 RGB: 0, 0, 0 Hex: #000000 Pantone: 6c
CMYK: 13, 100, 99, 3 RGB: 206, 19, 38 Hex: #ce1326 Pantone: 1795 C
Title: Wendy Bold Size: Between 18-36 pt. Body: Minion Pro Regular Size: 12 pt.
CMYK: 47, 45, 53, 12 RGB: 134, 122, 110 Hex: #867a6e Pantone: Warm Gray 9c
Both the color and black and white logos are best used with a white background. The full restuarant named logo are for both larger print such as billboards and signs. The smaller icon logos are better used for smaller printed materials such as the cups, bags, sandwich bags items.
SIZING AND PLACEMENTS
The full restaurant name logo is better used at at 50pt. font for the cups and a 80pt. font for the paper bags and should be placed in the middle portion of the cup or bag for proper placement.
NEW CHICK-FIL-A FOIL BAG
The new Chick-fil-A foil bag will be more consistant with the new Spicy Chicken Sandwich foil bags launched when the Spicy products launched in 2011. It has the same design concept as the Spicy product, but a black theme to it to distinguish from the Spicy and Original sandwiches.
BEFORE NEW CURRENT SPICY
The current ad campaign done by Chick-fil-A is well organized. To add more the current campaign, customers need to know how good the product is and how fresh it is. With a basic no nonsense campaign, consumers will get the jist of what Chick-fil-A is really about. The advertisements are meant to be simple, straight to the point to get the message across. They can be used for social media pages such as Facebook, in-store promotions and on billboards.