Saint-Urbain’s charming identity for Lil’ Sweet Chick is designed to be Chick-fil-A’s antithesis 

With upcoming expansion into further restaurants and pop-ups, small chicken and waffle restaurant Lil’ Sweet Chick, a sub-brand of the Sweet Chick chain found across New York City but founded in Williamsburg, needed their identity to be reimagined into something modern but timeless. Calling on NYC-based creative agency Saint-Urbain, Lil’ Sweet Chick (co-owned by Nas) has succeeded in developing a new classic all-American-style brand identity, rooted in their aim of ‘spreading love, the Brooklyn way’. A new charming hand-drawn wordmark is front and centre of the rebrand, providing a friendly face, partnered with an illustrated new chicken-egg-hybrid character, named Eggbert, which is found throughout the brand’s ephemera. Drawn in-house like the retro-inspired logo-mark, Eggbert is representative of their client base – described as “a hip egg with wings, beak, dad-hat and oversized boots,” by Saint Urbain’s Founder and Creative Director Alex Ostroff – and provides the “love and happiness” to go with their chunky logo. In typical American dinner fashion, Saint-Urbain adopted a bright red as the brand’s hero colour, however, the eventual pairings are far from expected. Layering red, white and black on top of soft pastel colours, the colour combinations almost unexpectedly work, contributing to a softer and less intimidating appearance. This delightful concoction of type, illustration and colour immediately provides a happy, buzzing and electric mood across the visual language, crafting a tone which is genial, approachable and local.