OUTFRY — KOREAN FRIED CHICKEN
‣ BRANDING

Outfry started 5 years ago as one of the first dark kitchens. Its bold flavours and authentic recipes quickly created a cult following. Outfry’s success also attracted copycats however, especially during COVID, when most restaurants went online-only and increased their digital presence.

In 2024, it was time to repeat the success of Outfry’s initial launch. A whole new generation had graduated into professional life, hungry for satisfying delivery options but unaware of Outfry’s success. Time to re-introduce Outfry to the world, with a refreshed brand identity that speaks to European Gen Z.

As Outfry is essentially a digital fast-food chain (in the absolute best sense of the word), we realised that we needed a visual identity that would be able to generate constant communications ideas. We needed a brand that feels alive and active. That can have a constant voice on social media, but also dish up attractive deals on delivery apps. A brand that you’re proud to wear on a t-shirt, but also trust to order from if you’re ordering it on a cheeky Sunday morning.

Inspired partially by Korean entertainment culture, we imagined the rebrand as the creation of a “brand universe”. A brand with its own lore and protagonists, that could generate a constant flow of new stories and expressions.

Everything started with a fictional origin story. Two main characters, Chuck and Cherry, bumping into each other on a night out in Seoul and hitting it off over their (dis)agreements on how to best eat Korean fried chicken.

Chuck and Cherry became illustrated characters that appear across social media, packaging and merch, and lend the brand a personality that feels both entertaining and approachable. Outfry might take its food very seriously, but not itself.

The story of Chuck and Cherry

On a summer rainy evening in the bustling streets of Hongdae, Seoul. Chuck spent the evening bar-hopping with his friends. Cherry spent the evening clucking along to her favourite k-pop songs in a karaoke bar. Both of them were headed home, until… the rain started intensifying.

As they found shelter in a small alleyway, their stomachs started growling at the unmissable aroma of Korean fried chicken wafting from a nearby restaurant. It was a small canteen-like restaurant with its neon logo glimmering in the night.

Intrigued, they respectively entered the restaurant, sitting at the last two available seats, next to each other. They eagerly ordered a variety of crispy fried chicken dishes. However, when the waitress brought out their orders, there was a mix-up and Chuck and Cherry found themselves arguing over whose fried chicken order belonged to whom. Their debate quickly escalated into a playful banter as they each defended their chosen dishes. Chuck insisted that the chicken wings were his favorite, while Cherry argued in favor of the tenders. 

Amidst the friendly rivalry, Chuck and Cherry realized they shared a similar passion for fried chicken. They decided to put their argument aside and sample each other's favorite dishes, exchanging playful pokes and tasting different sauces along the way. This newfound friendship born out of a fried chicken quarrel is the reason Out Fry exists. 

By combining their eclectic tastes, Chuck and Cherry advocate for a brand that offers the iconic Korean Fried Chicken without being scared to experiment with new flavours.

The rebrand came alongside an overhaul of the recipes and menu. Focus was put back on authentic Korean ingredients and properly punchy flavours. Saucier, crispier, and juicier. Inspired by this shift, we evolved the Outfry brand by injecting extra energy into every part of the identity.

The colour palette combines a fiery red with a sky blue, while the logo and typography received a “sticker” treatment, making them feel more playful. 

Illustration became a fundamental part of the new Outfry brand. We created a full suite of character illustrations in-house and expanded that same cartoony style into statement stickers and packaging design.

Since Outfry is only available via delivery apps, packaging is one of the most important opportunities we have to tell the brand story. We carefully crafted delivery bags, sides boxes, greaseproof paper, sauce stickers and burger wraps to make sure that the new brand lands a punch on every possible surface.