So FRYD is a bold fast-food chicken brand created to flip expectations — equal parts nostalgia and next-gen attitude. Built around the energy of American drive-thru culture and Gen Z humour, the name “So FRYD” captures the spirit of crispy indulgence, cheeky confidence, and cult-worthy branding.
With a tone that’s loud but smart, So FRYD positions itself as more than food; it’s a lifestyle bite. It lives at the intersection of fried chicken, car culture, and digital cool.
The So FRYD logo is vibrant, fluid, and effortlessly memorable — balancing clean minimalism with youthful energy. The handwritten-style “So” and bold “FRYD” are designed for motion, scroll-stopping visibility, and playful application across physical and digital touchpoints. The colour palette of punchy orange, sky blue, and crisp white keeps the brand bright, recognisable, and camera-ready.
Branded chicken buckets, sauce sleeves, take-out bags, and wraps — every detail of the packaging is ownable and distinctive. The core “Hotter Than Your Ex” and “Cooler Than Your Next” taglines feature across containers and liners to carry the tone-of-voice throughout the customer journey. Clean lines and consistent logo application make So FRYD instantly recognisable, even mid-scroll or mid-bite.
A modular menu system designed for clarity, craveability, and content. Featuring bold headers, high-contrast pricing, and photography that puts the food front and centre. The layout makes it easy to explore product categories, from Classics and Chick Mix Boxes, to signature Burgers and premium Fries + Dips.
We developed a bold, crave-driven content system tailored for Instagram, TikTok, and paid social — blending scroll-stopping visuals, tagline-led graphics, and product-focused Reels.
The strategy centred around humour, hype, and hunger: launch countdowns, car-drop teasers, behind-the-scenes crunch shots, and branded quotes. Timed for high-crave moments (lunch, late night, weekends), the content was designed to spark shares, save spots, and drive visits.
High-impact print assets including drive-thru posters, flyers, and on-car ads extended the brand into the physical world. Designed for visibility in car parks, windows, and local hotspots, each piece delivered crave-worthy messaging with bold visuals and punchy taglines like “Hotter Than Your Ex”.
Built to stop traffic — literally.
