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1HQ Wins Pentawards Certificate of Recognition 2023 for Mother Clucker

14 Nov 2023

We are delighted to receive a Pentawards Certificate of Recognition for Mother Clucker in the Brand Identity & Connected Packaging category.

Mother Clucker has been serving buttermilk chicken since 2013. After years of successful pop ups, they needed a new identity that stood out against the competition on the Deliveroo.

The new Mother Clucker visual style and brandmark embodies the brand’s daring, bold, obsessive personality, and outspoken attitude. The identity communicates a brand that is proud to shout from the rooftops, demonstrated through the megaphone inspired block and typography. The asterisk is a nod to the brand name’s play on words, censoring out the near expletive, and picks up on the original symbol found on the old ambulance. The colour palette leverages red as a key category code for chicken in the fast food/delivery space, with green also drawing on the army ambulance roots.

Mother Clucker has transformed from a generic street food vendor into a loud, proud, accessible brand for all fried chicken lovers – with a cheeky, fun sense of humour. The new visual identity represents a brand that feels and acts differently, and delivers to consumer’s desire for a down to earth, fun and playful brand experience with attitude.

Following the redesign and Deliveroo launch, Mother Clucker have had incredible feedback from consumers through digital and social channels.

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