Holy Chick! is the brainchild of a foodie athlete who is on a mission to revolutionize the Filipino fried chicken experience. How? By bringing a combination of daring flavors and stunning visuals, complementing the same bold and creative tastes of Filipinos. They want to create a modern twist to an age-old food staple and bring it from conventional to contemporary.
2022
Brand Designer
BRAND DESIGN
PACKAGING
A brand attribute map that did the heavy lifting. Before any visual work started, the brand personality was mapped across a grid of descriptors—crunchy, divine, viral, comfort food—anchoring every design decision back to how the brand should feel, not just look.
A logotype with texture, literally. The custom wordmark uses a rugged-edge finish that mimics the texture of fried chicken, with the "H" stylized into a halo—a small detail that ties the "Holy" name back into the mark itself.
A color system built for range. Purple, mustard, coral, teal, and pink combine into multiple brand palette pairings, giving the identity enough flexibility to stay visually fresh across packaging, truck wraps, and social, without ever feeling off-brand.
Packaging that survives real use. From the takeaway box to the doggy bag, the illustrated pattern system was designed to hold up in-hand and on camera (because for a food brand, the packaging is the marketing.)
Holy Chick! is the brainchild of a foodie athlete who is on a mission to revolutionize the Filipino fried chicken experience. How? By bringing a combination of daring flavors and stunning visuals, complementing the same bold and creative tastes of Filipinos. They want to create a modern twist to an age-old food staple and bring it from conventional to contemporary.
2022
Brand Designer
BRAND DESIGN
PACKAGING
A brand attribute map that did the heavy lifting. Before any visual work started, the brand personality was mapped across a grid of descriptors—crunchy, divine, viral, comfort food—anchoring every design decision back to how the brand should feel, not just look.
A logotype with texture, literally. The custom wordmark uses a rugged-edge finish that mimics the texture of fried chicken, with the "H" stylized into a halo—a small detail that ties the "Holy" name back into the mark itself.
A color system built for range. Purple, mustard, coral, teal, and pink combine into multiple brand palette pairings, giving the identity enough flexibility to stay visually fresh across packaging, truck wraps, and social, without ever feeling off-brand.
Packaging that survives real use. From the takeaway box to the doggy bag, the illustrated pattern system was designed to hold up in-hand and on camera (because for a food brand, the packaging is the marketing.)
Holy Chick! is the brainchild of a foodie athlete who is on a mission to revolutionize the Filipino fried chicken experience. How? By bringing a combination of daring flavors and stunning visuals, complementing the same bold and creative tastes of Filipinos. They want to create a modern twist to an age-old food staple and bring it from conventional to contemporary.
2022
Brand Designer
BRAND DESIGN
PACKAGING
A brand attribute map that did the heavy lifting. Before any visual work started, the brand personality was mapped across a grid of descriptors—crunchy, divine, viral, comfort food—anchoring every design decision back to how the brand should feel, not just look.
A logotype with texture, literally. The custom wordmark uses a rugged-edge finish that mimics the texture of fried chicken, with the "H" stylized into a halo—a small detail that ties the "Holy" name back into the mark itself.
A color system built for range. Purple, mustard, coral, teal, and pink combine into multiple brand palette pairings, giving the identity enough flexibility to stay visually fresh across packaging, truck wraps, and social, without ever feeling off-brand.
Packaging that survives real use. From the takeaway box to the doggy bag, the illustrated pattern system was designed to hold up in-hand and on camera (because for a food brand, the packaging is the marketing.)
