Graft came to ruffle a few feathers on Alicante City streets, before making its quick exit. In early conversations with the shop’s founder, we talked about the idea of moving away from the typical happy smiley chicken shop illustrations, in favour of creating something that did quite the opposite.

With that in mind a creative strategy was hatched around Rest In Pollo—an idea that was both a feathered salute to its Spanglish founder, but also helped steer a light-hearted rebellious personality to the visual output.

A graffiti style execution supported the central idea, but also picked up on the chef’s style of ‘painting’ sauces onto fried chicken. Most of the identity was weighted on a graffiti chicken symbol, with a similar style dripping through into the logotype and a set of food & drink illustrations—all of which were used to decorate social media, the menu and the internal walls of the pop-up shop.