Fields Good Chicken
As a cyclist and a skier, Field – the founder of FGC – made his start with hearty yet healthy chicken recipes that fueled his days on the slopes. Fields Good Chicken came to us to add more "oomph" to their brand while avoiding the overused visual tropes that communicate "healthy food". This lead to a full rebrand and an ongoing creative partnership as their brand agency-of-record. Inspired by ski culture and all things rad.
We designed custom menu boards that made updates simple and cost efficient.
Both us and Fields were tired of big brand manifestos, especially on the walls of fast casual restaurants. So we designed a collection of stickers as a device to communicate brand beliefs and food standards. We slapped them all over the place, becoming a core design element.
We've also shifted their food photography from "nondescript lunch place" to "rad chicken joint where you can and should get messy"
We oversaw the interior design reboot and created branding moments that made the space all the more fun to eat in.
We worked with vendors across multiple disciplines to get each detail *just* right. Tile designers, muralists and even a bicycle shop.
Our favorite part is how the brand has taken on a life of its' own after it's been released from our hands into the wilds of NYC.
