Brand Concepts, Illustrations and Storyboarding

Hoko was second runner-up in a design competition. A group of young entrepreneurs were looking for an unconventional brand and basic marketing campaign for their new fast-food chicken outlets.

The target market was the average hard working South African black man or woman in need of a hearty, wholesome meal complete with giblets, spicy atcha and pap. The concept logo is hand drawn, ‘rough and ready’ with a distinctly African flavour and plays with the proud character of the streetwise urban chickens you see scratching around on the dusty streets.

The chicken as a quirky, feisty character became the feature of the marketing campaign using rough sketches to illustrate its various escapades. The idea of using old egg boxes for packaging was impractical but hopefully thought provoking…