Deek Duke

Deek Duke came to us for a full rebranding. The challenge was clear: create something bold and radically different from what existed before, without losing the brand’s essence.

We chose to keep the chicken as a central emblem - but instead of treating it as a symbol, we turned it into a full-on character. Alive, expressive, and constantly in motion, the character eats, sings, moves, hikes, skis, bathes and dances. It became the heart of the brand - playful, loud, and impossible to ignore.

Visually, we intentionally created a strong clash with the previous identity. While we retained touches of the original color palette, the logo itself was completely rethought. Hand-drawn and highly expressive, it preserves the personal, human touch the brand originally wanted, but in a much more modern, confident, and playful way. The result is an identity that feels entirely new, yet still familiar at its core.

The packaging system was designed to spotlight the strength of the logo - bold, flat, and organic. The identity is deliberately logo-first, with color acting as a secondary layer that enhances rather than competes.

The spatial experience followed the same logic. The existing space felt outdated, so we reimagined it as an immediate, impactful experience - a visual “boom” upon entry. To achieve this without overwhelming the customer, we designed a striking ceiling installation made from the Deek Duke letterforms, echoing elements seen in the packaging and wrapping paper.

Branding is omnipresent throughout the space, using layered shades of orange and warm wood finishes to balance energy with comfort. The bar and rotisserie - the heart of the concept - were brought forward and fully highlighted, while visual merchandising reinforces the packaging and logo as key brand assets.

The result is a modern, fast-paced, and intuitive experience: customers immediately understand what’s on offer, how to order, and how to move through the space. Every element was designed to be clear, efficient, and easily replicable - setting the foundation for future expansion and franchising.