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New Work: Popeyes

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Popeyes Chicken & Biscuits’ President and CEO Cheryl Bachelder announced the launch of a new name and look for the international fast-food chain this week. The refreshed brand identity developed by DJ Stout and Associate Julie Savasky in the Austin office is part of an overall effort to update the restaurant’s image and to make it more appealing to a younger generation. Popeyes, which is known for its spicy Cajun-style fried chicken and red beans and rice, has a rabidly enthusiastic following, but the brand was beginning to look generic and tired to the fast-food loving target audience of 18- to 24-year-olds. “I’ve done a lot of logos,” says Stout, “but nothing I’ve done over the years has gotten my 18- and 22-year-old sons more excited than this. They love this chicken.”

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The new identity emphasizes the restaurant’s rich Louisiana Gulf Coast culinary heritage and distinguishes itself from the stiff fast-food competition. Stout created an evolved logotype that updates the easily recognizable word-mark originally inspired by the “dancing” letterforms used in old Popeyes comics. A simple icon based on the single dancing “P” of the original letterforms and a new crest featuring the words “Louisiana Kitchen” are designed to be additional components of the flexible identity system. The new look will be seen in restaurants and advertising promotions beginning in August.

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