FryLab Branding & Packaging Design

FRYLAB CHICKEN COMPANY

Brand Identity & Packaging Design Project Proposal

Project Overview

FryLab Chicken Company is an Ahmedabad-based fried chicken brand focused on crispy, flavour-driven chicken, fries, and beverages.

We are looking to build a distinctive and professional brand identity that can grow with the business and eventually be used across packaging, social media, website, delivery platforms, marketing materials, and future physical locations.

This project is focused on developing the core visual identity of FryLab, including the logo, brand colours, typography, and outer packaging stamp.

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Project Scope

1. Logo Design / Refinement

Create or refine a strong and memorable logo for FryLab Chicken Company.

The logo should be:

- Modern and distinctive
- Easy to recognize
- Suitable for a food/QSR brand
- Legible at both large and small sizes
- Suitable for digital and physical applications
- Effective in one-colour/black-and-white
- Suitable for packaging and rubber stamping

Required logo versions:

- Primary logo
- Horizontal/alternative version
- Stacked version where appropriate
- Brand icon/mark where appropriate
- Black version
- White/reversed version
- One-colour version

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2. Brand Colour System

Develop a complete FryLab colour palette.

The initial colour family we are interested in exploring is:

Orange → Red → Yellow

However, we do not want a generic fast-food colour scheme.

We want the designer to explore three clearly different visual directions:

A. Premium
Sophisticated, clean, modern and premium.

B. Bold QSR
Energetic, highly recognizable, bold and appetite-driven.

C. Luxury Street Food
A combination of premium branding with bold contemporary street-food character.

The final colour system should include:

- Primary colours
- Secondary colours
- Neutral colours
- HEX
- RGB
- CMYK
- Pantone where appropriate

The colours must work across both digital and physical applications, especially Kraft-paper packaging.

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3. Typography System

Develop a simple and consistent typography system for FryLab.

This should include:

- Primary typeface
- Secondary typeface
- Headline style
- Supporting/body text style

The typography should complement the brand personality and remain practical for packaging, menus, social media and website use.

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4. Outer Packaging Rubber Stamp

Design a distinctive 4 × 4 inch outer packaging rubber stamp for FryLab.

The stamp will primarily be used on Kraft-paper food packaging.

The design must therefore be:

- Bold
- Easily recognizable
- Print-friendly
- Suitable for one-colour application
- Clear when physically stamped
- Free from unnecessarily fine details
- Visually attractive even without colour

The stamp should feel like an intentional part of the FryLab brand identity rather than simply placing the logo inside a square.

Final artwork should be suitable for sending directly to a rubber-stamp manufacturer.

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5. Basic Brand Visual Language

Establish a simple supporting visual language for the brand.

This may include:

- Graphic elements
- Patterns
- Shapes
- Lines
- Icons
- Text treatments
- Supporting design motifs

The purpose is to ensure that FryLab can eventually be recognized not only by its logo but also by its overall visual style.

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Creative Direction

FryLab should feel:

Bold
Modern
Premium
Craveable
Distinctive
Confident

We want to avoid generic fried-chicken branding.

Please avoid overused concepts such as:

- Generic chicken illustrations
- Cartoon chickens
- Generic flames
- Chef hats
- Stock graphics
- Generic wings/chicken icons
- Copying existing major QSR brands
- Template-based logos

The final identity should feel original and ownable.

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Required Final Deliverables

Logo

- AI
- EPS
- SVG
- PDF
- PNG
- JPG
- Editable source files

Colour System

- HEX
- RGB
- CMYK
- Pantone where appropriate

Typography

- Font names
- Recommended usage
- Licensing information where applicable

Packaging Stamp

- 4 × 4 inch artwork
- Vector format
- One-colour version
- Production-ready artwork

Brand Assets

Any approved supporting:

- Patterns
- Graphic elements
- Icons
- Brand marks

Basic Brand Guidelines

A concise PDF explaining:

- Logo usage
- Colour palette
- Typography
- Basic visual language
- Packaging/stamp usage

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Expected Design Process

Phase 1 — Brand Understanding

Understand FryLab's:

- Positioning
- Products
- Target audience
- Brand personality
- Long-term direction

Phase 2 — Initial Concepts

Present three genuinely different creative directions covering:

- Logo approach
- Colour direction
- Typography
- Visual style
- Basic packaging application

Phase 3 — Selected Direction

Select one direction and refine it.

Phase 4 — Finalization

Finalize:

- Logo system
- Colour system
- Typography
- Packaging stamp
- Supporting visual elements
- Brand guidelines

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Important Requirement

The identity should work beyond the logo.

Ideally, even when the logo is removed, the combination of colour, typography, graphics and packaging style should still feel recognizably like FryLab.

The goal is to create the foundation of a brand that can scale across:

Packaging → Instagram → Website → Delivery Platforms → Marketing → Physical Stores → Future Expansion

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Project Timeline

Preferred timeline:

7–14 days

The freelancer should provide a clear timeline for:

- Initial concepts
- Revisions
- Finalization
- Delivery of source files

Quality and originality are more important than completing the project as quickly as possible.

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Final Objective

The objective of this project is to create a strong, distinctive and scalable visual identity for FryLab Chicken Company.

We are not looking for just an attractive logo.

We are looking to establish the visual foundation of a long-term food brand.