FOR IMMEDIATE RELEASE

Designer Zi Huai Shen Unveils K-Chic, a Brand Identity for Authentic Korean Fried Chicken

Zi Huai Shen, the Creative Director of SUMP DESIGN, has unveiled K-Chic, a brand identity for authentic Korean Fried Chicken in Belgium. Inspired by the concept of a Korean warrior expedition, K-Chic symbolizes delicious, healthy, and tender chicken conquering the taste buds of consumers. Specializing in authentic Korean-style Fried Chicken, K-Chic focuses on the meal delivery market, offering a convenient and delightful experience for consumers.

K-Chic's brand identity is characterized by the fusion of Korean retro advertisements and Korean warrior expedition ideas, incorporating elements such as battle flags, ancient maps, and chicken warriors. The main visual integrates the fried chicken into the picture using a map expression technique to enhance appetite and arouse the desire for consumption. The stickers are designed with the concept of military emblems combined with rich colors to enhance the appetite.

The project commenced in November 2019 and concluded in March 2020 in Taiwan. Zi Huai Shen's design for K-Chic was awarded the Iron A' Design Award in 2022, recognizing its practical and innovative approach that meets professional and industrial requirements.

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