Client objective
Most fried-chicken brands show a full chicken or mascot. Pico Frito needed to enter the category instantly while feeling more irreverent and distinct.
09
Fried chicken · Latin America
Pico Frito
A fried chicken brand with a minimal symbol, high-contrast color, and a system built to compete in delivery and retail.
The strategy
A conceptual decision behind every shape, color, and application.
Brand decision
We chose only the beak—an unexpected visual reduction that communicates the product without repeating the market’s dominant device. Black and yellow create maximum visibility as the symbol organizes windows, patterns, boxes, and lids.
System and outcome
The identity keeps one voice across buckets, boxes, beverages, and a fully branded sauce family. The system is built for delivery, photography, signage, and fried-chicken chain expansion.
- Naming
- Identity
- Packaging
- Art direction
- Retail
Designed for production
The brand continues when the product leaves through the door.
Every format belongs to one system: clear hierarchy, purposeful surfaces, and a consistent presence across counter service, delivery, and social media.