For this project, I reimagined Dave’s Hot Chicken through a bold rebrand inspired by street culture and the brand’s signature fiery heat. The concept draws from the raw energy of urban visual language and Dave’s unapologetically robust flavor, translating the intensity of their hot chicken into a strong, expressive visual identity.

The color palette is directly inspired by the food itself, drawing from chicken tender rub, spicy sauce, and kale slaw. Using these ingredients as visual references grounds the identity in authenticity while balancing warmth, heat, and contrast.

Overall, the rebrand shows Dave’s street-inspired attitude and passion resulting in a cohesive visual system that feels modern, energetic, and true to the brand’s bold character.