Winston-Salem, North Carolina grocer Lowes Foods has introduced a new concept in Private Brand fresh deli products that includes a full branded “store-within-a-store” experience named the Chicken Kitchen. Branding for The Chicken Kitchen was created by Winston Salem based design agency Wildfire and was design to create a destination for everything chicken. Customers can find a variety of flavors in fried chicken, rotisserie chicken, wings, salads and more.
The branding is a unique, one-of-a-kind, fun and slightly folk art-inspired, meant to grab the attention of kids and parents alike. Custom die lines based upon the chicken character playfully distinguish the packaging, “breaking the frame” both physically and visually. Kids boxes were printed with several different variations of jokes and kids’ games on the side, as well as a surprise here or there if you were to take a peek under the box. Ultimately the packaging is one element supporting a unique store environment boasting “chicken you’d cross the road for.”