Spec Work Showcase: Conceptual Branding Solutions
Mango Habanero Sandwich Rebrand for Chick-fil-A (Spec Work)
This speculative branding project was created to showcase my skills in conceptualization, problem-solving, and execution as both an Art Director and Graphic Designer. The challenge was to develop a new menu item for Chick-fil-A that appeals to customers seeking a sweet and spicy flavor profile.
Chick-fil-A is known for its classic chicken sandwiches and family-friendly atmosphere. However, the brand was missing a spicy, sweet option to cater to customers who crave bolder flavors. My goal was to introduce a new recipe that aligns with the brand's identity while expanding its appeal to adventurous eaters.
I conceptualized the Mango Habanero Sandwich, designed to offer the perfect balance of sweet heat. I treated this as a full-scale campaign by conducting research on Chick-fil-A’s brand, customer preferences, and market trends in the fast-food industry. The sandwich features a crispy chicken filet glazed in a mango habanero sauce, paired with fresh toppings that complement the brand’s high-quality ingredients.
Approaching this as a client project, I explored various concepts, sketched initial ideas, and refined them into detailed mock-ups. I showcased my comps, discarded ideas, and behind-the-scenes sketches to illustrate my design thinking and problem-solving skills. The final concept is presented as a full package, complete with branding assets, in-context mock-ups, and a proposed launch campaign.
This project demonstrates my ability to think strategically and creatively, offering a complete branding solution from concept to execution. It highlights my skills in research, design, and presentation, underscoring my readiness to handle client-driven projects in a professional setting.
