Business challenge:

The Wickid Chicken Rebranding Project was undertaken to transform a run-down chicken shop, originally named Roosters Chicken, into a fresh, modern, and appealing brand targeting the large urban youth population in Cardiff. The primary goal was to establish Wickid Chicken as the most popular chicken shop in the area, attracting significant revenue and building a loyal customer base.

Brand Development Strategy:

As the project lead, I formulated a comprehensive branding strategy, starting with the creation of a new name for the business – Wickid Chicken – to resonate with the target audience. The new visual identity was meticulously designed to reflect the urban and trendy vibe that would appeal to the young population in the area. This involved developing a new logo, in-store design, flyers, menus, promotional materials, and a website to effectively promote the brand and attract customers.

Online Ordering System:

To enhance convenience for customers and boost revenue, I implemented an online ordering system through Deliveroo and Uber Eats. This move significantly contributed to the business's success, making it more accessible and popular as a food outlet in the area.

Guidance and Support:

Throughout the project, I provided constant guidance and support to the client, ensuring that the rebranding efforts remained on track, within the designated timeline, and budget constraints. This proactive approach helped maintain the project's focus and delivered the desired outcomes.

Outcomes:

As a result of the rebranding and brand development efforts, Wickid Chicken became one of the most sought-after chicken shops in the entire Cardiff region. It successfully attracted a large and loyal customer base, primarily targeting the urban youth population residing in the nearby areas of Gabalfa and Whitchurch.

Personal Skill Showcase:

This project exemplifies my ability to lead and execute successful brand development, creative design, and marketing strategies. By aligning the brand with the preferences of the target audience and leveraging online ordering systems, I achieved the client's objectives, generating significant results for Wickid Chicken.

Conclusion:

The Wickid Chicken Rebranding Project stands as a testament to the transformative power of strategic brand development. By infusing the brand with a fresh and trendy identity, Wickid Chicken captured the hearts of the urban youth population in Cardiff, establishing itself as a popular and successful chicken shop. My experience in leading this project showcased my proficiency in creative strategy, design, and marketing, enabling me to achieve the client's goals and generate meaningful outcomes.