Monopo London’s work on Korean fried chicken chain Outfry’s new identity turns traditional restaurant branding on its ear. Rather than take the usual hospitality route, Monopo created an entertainment brand with host-chickens Chuck and Cherry starring in a new show full of adventure and food discovery.
“We love to imagine brands as a deconstructed film or TV series,” says Mélanie Hubert-Crozet, creative director at Monopo in a It’s Nice That article. “With Outfry’s heart and flavor in Korea, we saw this as a perfect opportunity to connect with the entertaining and immersive world of K-culture and inject it into Outfry.”
From the Monop London website: “Everything started with a fictional origin story. Two main characters, Chuck and Cherry, bumping into each other on a night out in Seoul and hitting it off over their (dis)agreements on how to best eat Korean fried chicken…. Chuck and Cherry became illustrated characters that appear across social media, packaging and merch, and lend the brand a personality that feels both entertaining and approachable.”
