Chick-fil-A Sauce Drop
Elevating a Condiment into a Brand Ecosystem
Role: Associate Creative Director
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.
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 technical framework using a specific hexadecimal color language and a tiered typographic hierarchy—blending the modern Apercu family with the heritage of The Original Script to ensure consistency across 2,000+ locations.
The Digital Extension: I directed the creation of interactive "Fit Check" social content and gamified digital storytelling, allowing users to engage with the brand ecosystem through mobile-first community polls and immersive "Sticker Tales."
Collaborative brainstorm result: Empowered the team to look beyond digital to create a high-value physical touchpoint that drove in-restaurant traffic.
