Convenience stores are not typically known for quality, delicious meal offerings, but Lumina foods is determined to change that perception. To launch their new chicken sandwich meals catering to c-store customers, they needed a 360º branding effort including naming, logo, identity and website.

Our challenge? To personify the Rebel archetype in our branding. In the course of our naming process we asked: “How would a rebellious chicken cross the road?” We knew he would never use the crosswalk and, with that spark, the J. Walken Chicken brand was born, in both name and expression.

We chose a black and white color palette for the homegrown, Americana-inspired font as part of the strategy to stand out in the crowded, colorful c-store environment. Logo exploration ranged from the familiar to the wildly unexpected to mysterious.

We created the website to reflect the humor and mystery of the J.Walken brand personality and introduce consumers to the product and menu offering. Copy rich with attitude lets consumers in on the inherent joke in the name, creating a deeper connection. In-store posters promoting trial and outdoor billboards highlighting J.Walken’s range of sauces—a key differentiator for the brand—were created to excite consumers and drive sales.