Chick-fil-A Sauce Drop
Elevating a Condiment into a Brand Ecosystem

Role: Creative Director / AI Innovation Lead

THE CHALLENGE: How do you turn a beloved condiment into a lifestyle brand? We needed to create a cohesive visual system for a massive engagement campaign that lived everywhere—from physical retail merch to interactive social stories—all while navigating a tight production timeline that didn't allow for weeks of traditional concepting.

THE CAMPAIGN: I led the team in developing a flexible design system rooted in Chick-fil-A’s iconic sauce palette. By treating each flavor as its own identity, we created a "collect-them-all" mentality that translated seamlessly across digital and physical touchpoints.

• The System: We established a rigorous visual framework using the Apercu typeface and a specific hexadecimal color language (Buffalo, Ranch, Sriracha, etc.) to ensure brand consistency across all vendor productions.

• The Digital Extension: I directed the creation of interactive "Fit Check" social content, allowing users to engage with the merch line through gamified storytelling and community polls.