Reaching a new market

Stupid Chicken was called Stupid Tasty Chicken. It is popular among housewives at traditional markets in Taipei.

 

As more singles and white collar professionals have begun shopping at traditional markets, Stupid Chicken wanted to expand its customer base to reach this group. For its 20th anniversary, Stupid Chicken wanted to refresh its image with new brand visuals and expand its brand awareness among this younger demographic.

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Creating a new logo

The new logo is an innovative version of the original logo, which is known among its customers. We used a simple print style for Mr. Stupid to convey a spirit of craftsmanship and a sense of trustworthiness. This timeless style serves to connect the memories and tastes of different generations.

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​Since Stupid Chicken is a local brand, we display Taiwanese culture through the logo's design. Mr. Stupid wears a shirt with an apron and headscarf, an outfit embodying the refreshing sincerity of a Taiwanese chef. The image of Mr. Stupid smiling and holding a chicken represents his enthusiasm and readiness to serve customers.

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Design Items

Logo & VI / Shop Sign / Uniform & Hat / Sticker