ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Branding / Logo
Annual ID
ADC102_BCD043M
About the Work
For over 70 years Frango Assado has been the ultimate roadside respite. A favourite place for Sao Paulo’s motorists to stop, rest and refuel, both body and car. With 26 locations across the state, it’s a familiar and beloved landmark that’s been on the map for many a generation.
However, times change. How we refuel (or even charge up) our cars these days is very different to how it was done 70 years ago. The same can be said for how we refuel ourselves. Although the Frango Assado chain is loved for its quality and delicious chicken, convenience diners today aren’t simply seeking food, they want more. They want the moon…on a drumstick – an entire experience worth breaking their journey for.
It was time for Frango Assado to accelerate to 2023.
We created a new narrative that’s a departure from the traditional ‘road stop’ brands. Moving away from the static imagery, logo and apologetic sense of colour we introduced a proudly modern, dynamic and boldly colourful identity, designed to reflect the renewed and engaging brand personality for Frango Assado, and hopefully ruffle a few feathers!
Enter ‘Frango’ the funky chicken inspired logo at the heart of the identity, embodying the brand personality through the form of a fun, cheeky characterisation bringing the brand to life, in im-peck-able fashion. The simple, yet highly expressive nature of ‘Frango’ illustrated through a series of joyful animations, bold, flat colours gives the brand a stylish vintage feel with a truly modern twist.
Adding a pinch of spice and humour, we developed a renewed and engaging brand personality for Frango Assado.
The new brand identity balances the equity and familiarity of 70 years’ worth of heritage with enough fresh flavour to satisfy both new and existing customers, helping to drive Frango Assado towards the future
2023 Awards
Total Points: 3
Merit Honor
Credits
Agency
Design Bridge and Partners / São Paulo
Client / Brand
Frango Assado / Sao Paulo
Copywriter
Camila Coimbra
Juliana Machado
Yohanna Moraes
Creative Director
Heitor Piffer
Producer
Ana Lourencato
Strategy Director
Raquel Sztejnberg
Account Manager
Alice Leite
Mariana Camargo
Gabriel Botelho
CEO
Marcelo Bicudo
Chief Sales, Marketing & Digital Officer
Alex B. X. Pinto
Client Manager
Fernanda Dias
Creative Lead
Flavio Ribeiro
Head of Business
Juliana Ajaj
Head Of Design
Shingo Sato
Head of Verbal Identity
Robson Henriques
Marketing director
Willy Cravo Campos
Marketing manager
Tamiris Vieira Figueiredo
Strategy Lead
Renor Sell Junior
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