Winner Winner for Chicken Dinners
Chances are you’ve probably had their chicken before. Crazy Acres Chicken Farms comes from a distinguished family-owned poultry provider that has supplied chickens to some of the biggest names in the industry, ranging from Andoks to Sofitel Hotel & Resorts for years.
With chicken & poultry viewed as a commodity, we were challenged to think of how frozen chicken could be branded differently. Crazy Acres wanted to be the new household staple of chicken and food products that could empower the next generation of healthier Filipino home kitchens.
At the time, our research showed that there was this misconception that millennials in particular struggled with cooking. After digging a bit deeper through interviews and understanding trends, we found that millennials definitely cooked far less than the previous generations, but that was because we had streamlined cooking and learning recipes. Instead of committing them to memory, learning how to cook was just a google search away. We knew we were talking to these young busy people who still wanted to enjoy cooking and eat quality food. Crazy Acres had the opportunity to be that brand that could get young people excited about cooking chicken dinners again.
Making the Crazy Choice
You can say everything was designed with a bit of egg-saturation 😉 — the dancing letters on the logo, bold type, and bright colors. We went with a striking pink, blue, and yellow palette meant to stand out from the usual red and yellow hues most traditional chicken brands use.
While building the elements, we were constantly asking ourselves “What makes something crazy anyway?” We thought chickens as characters were comical already by themselves but we knew we weren’t going for just funny, we wanted wacky. So we added googly eyes. We smacked them on chicken photos, illustrations and videos for that simple yet impactful touch of crazy. Something to get you to look twice, and hopefully rethink some safe choices.
“Make the better chicken choice” is a call to action and an appeal to values, where we invite the community to choose the better chicken, which also happens to be the crazy chicken choice. The Filipino version, “Piliin ‘yung mas-OK na manOK” carries the same message but with a cheekier tone and play on alliteration. It’s an invitation to see chicken beyond the usual commodity, and bring some excitement to chicken dinners.
The result of the final brand identity is a mix of bold visuals and a strong personality balanced with the brand’s unparalleled experience in the poultry industry and restaurant quality products people can now enjoy at home.
Come the pandemic, I think a lot of peoples’ relationships to cooking and dinners have changed since we don’t dine out as much. So in a way, a lot of this still holds. And it’s nice to see Crazy Acres in the grocery whenever I plan my dinners for the week.
Toni, Design Strategist
Crazy Acres Today
The Crazy Acres team envisions Crazy Acres to grow into a household chicken brand name you can trust, googly eyes and all. ou can order your Crazy Acres chicken from the comfort of your own home through m.me/crazyacresph. You can also find them on your next grocery run at Rustan’s Marketplace, Robinsons Supermarket and Shopwise!
We had a rough idea about what kind of chicken company we’d like to be, but we didn’t know how to express that on paper. And A Half helped us tremendously with this challenge.
They took special care to communicate with us along the many stages of the brand’s development; we were very happy with how the brand took shape in a relatively short amount of time. By the time that we were done, And A Half gave us the tools needed to begin selling our chicken to the masses!
Matt & Evelyn Fong, Crazy Acres
