California Fried Chicken Visual Identity Redesign

California Fried Chicken (CFC) is a fast-food chain in Indonesia that was established in 1983. The existing branding showed inconsistencies across packaging, advertisements, and other collaterals, with visuals that often felt outdated and too similar to competitors. This redesign aims to resolve those issues by creating a more unique and cohesive brand identity, with a modern look. The Conestoga wagon illustration is retained from the previous logo to preserve the brand’s heritage and visual continuity. Red and blue are used to create a bold fast-food identity. The color red stimulates appetite and excitement, while blue balances it with a clean and reliable feel. Overall, the visual identity is designed to be fun and approachable, creating a welcoming, family-friendly brand presence.