Brand Identity for a Korean Fried Chicken Restaurant
Pentagram turned fried chicken into a moody, refined brand system.
Pentagram’s Emily Oberman and team created the brand identity for Coqodaq, a New York restaurant that reimagines Korean fried chicken as fine dining. The design blends the vernacular of Korean and American chicken joints with a luxurious, playful sensibility, extending across the logo, interiors, packaging, and digital touchpoints.
Insights
- Pentagram’s Emily Oberman and team designed Coqodaq’s identity to reimagine Korean fried chicken as fine dining in New York, blending Korean + American chicken-joint vernacular with a luxurious, playful sensibility.
- The identity isn’t just a logo: it extends across interiors, packaging, and digital touchpoints—built to carry a moody, refined, vibrant look in every guest interaction.
- Coqodaq’s product narrative is deeply engineered: gluten-free rice flour breading (claimed up to 62% less fat than traditional flour) plus a proprietary brine/spice mix using three different salts.
- Ingredient sourcing becomes brand proof: “Green Circle” chickens raised on regenerative pastures on Amish and Mennonite farms, Certified Humane, no antibiotics; raised to 8 weeks vs the commercial 6-week standard and air-chilled for flavor/crispier skin.
- Sustainability and culture are part of the story system: cultured oil (from non-GMO sugarcane) recycled into biodiesel, food waste partnered with NYC-based Afterlife Mushrooms, and the Korean tradition of fried chicken + bubbles reframed as Champagne pairing.
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