This rebrand for Dave's Hot Chicken reimagines the brand through a stronger emphasis on its East Hollywood street roots and youth-driven culture.
Originally founded as a pop-up in East Hollywood, the brand has a gritty, bold foundation that I wanted to amplify. My redesign leans into graffiti influences, skate culture, and streetwear aesthetics while refining visual clarity and brand differentiation within the competitive fast-food market.
I developed a bold, high-impact wordmark paired with a flaming chicken icon that evolves across a custom heat meter system. The heat meter visually communicates spice levels through expressive chicken illustrations—progressing from calm at “No Spice” to dramatically overwhelmed at the “Reaper” level.
