HFC Co.

Hell’s Fried Chicken is a franchise restaurant specializing in spicy fried chicken. The company aimed to establish a brand identity that communicates the 'spiciness' of the chicken, giving off more premium vibes than the typical casual franchise dining experience to set them apart from competitors. The identity system incorporates a chicken image intentionally designed to appear fierce and vigorous, reinforcing the message of being 'spicy as hell.' The color red was chosen to amplify this meaning. The letters 'H' and 'E' in Hell’s Chicken feature a trident image, aiding viewers in easy recognition and memory of the brand. The identity system was initially developed in 2018, and in 2023, additional packaging and print designs were created to further enhance brand awareness.