Zhengxin Chicken Steak

Background:

Zhengxin Chicken Steak was established in 2000 and rapidly developed by relying on its flagship product, Spicy Chicken Steak, which gained popularity among consumers and in the market. In 2019, the number of Zhengxin Chicken Steak stores nationwide surpassed 20,000. In 2022, Zhengxin Chicken Steak entered into a partnership with Hua & Hua. Starting with a super sign, Hua & Hua created brand proverbs, a super sign, and a completely new store design, successfully shaping the brand strategy for Zhengxin Chicken Steak.

Zhengxin Chicken Steak Brand Proverb:

Hua & Hua refers to slogans as brand proverbs because a slogan is not just something I say to consumers but something I design for consumers to say to others. Therefore, it must use colloquial language and reach the level of proverbs.

During a visit to a Zhengxin Chicken Steak store, we encountered a young female customer. We asked her, "Why do you like eating Zhengxin Chicken Steak? Aren't you worried about gaining weight from consuming fried products?" She replied, "No, I just love eating it!" Based on the customer's words, we came up with the brand proverb for Zhengxin Chicken Steak: "Just love this piece of Zhengxin Chicken Steak!"

"Just love this piece of Zhengxin Chicken Steak!" The phrase "just love" embodies uniqueness and exclusivity, carrying emotional value. The rhyme and catchy nature of the sentence pattern make it unforgettable when spoken, triggering word-of-mouth among consumers.

Zhengxin Chicken Steak Super Sign:

A great brand is built upon a great logo, and establishing a super sign for a brand requires finding the cultural core of the brand.

The brand name Zhengxin Chicken Steak is excellent since the brand name represents the flagship product. Zhengxin is engaged in the business of fried chicken. We found the cultural core that everyone in the world recognizes—"chicken"—we extracted and magnified the most dramatic element of a chicken, the chicken's crest. We combined the crest with a crown, creating the super sign for Zhengxin Chicken Steak, the "Chicken King."

With the super sign of the "Chicken King," Zhengxin Chicken Steak immediately possesses recognizable and communicable brand assets. The "Chicken King" also reflects the dominance of Zhengxin Chicken Steak as a leading brand in the industry, instantly conveying its authority and familiarity.

Zhengxin Chicken Steak Super Character:

In addition to the super sign, we have also created the super character of the "Chicken King" for Zhengxin Chicken Steak. It is both cute and confident, with a majestic crown and cape representing the "Chicken King's" regal status. The super character has become a brand equity that will serve Zhengxin Chicken Steak for centuries.

Zhengxin Chicken Steak Packaging System:

A product is information, and packaging is a medium. Zhengxin Chicken Steak's packaging reaches billions of consumers each year through its stores, making it a crucial media element. Hua & Hua embedded and magnified the super sign of the Chicken King on the packaging, efficiently accumulating brand equity.

Zhengxin Chicken Steak Super Store:

For a food and beverage brand, the store is the most significant media element. Hua & Hua created a brand-new store concept, the "Zhengxin Chicken King Store," by reconfiguring the exterior, enhancing the store's sense of discovery and customers' desire to make a purchase.

A super store means super business! A super store help Zhengxin Chicken Steak efficiently accumulate brand equity and generate more revenue for the brand!