Fields Good Chicken

My role as the design lead for Fields Good Chicken was to design across in-store, packaging, web and app design, clothing and swag, menus, store front displays, etc., with the support of my team.

As a cyclist and a skier, Field – the founder of FGC – made his start with hearty yet healthy chicken recipes that fueled his days on the slopes. Fields Good Chicken came to my team at Hungry Studio to add more 'oomph' to their brand while avoiding the overused visual tropes that communicate 'healthy food.' This led to a full rebrand and an ongoing creative partnership as their brand agency-of-record. Inspired by ski culture and all things rad.

MY ROLE

Lead Designer
Illustrator
Art Direction
Sticker Placer 
Beanie Model 

CREDITS

Fed Pacheco & Jordan Hill, Creative Team
Hungry Studio, Photography
Interior Design, Garrett Singer Architecture
PB&J, Web Design & Development

Menu System

We chose to print the handheld menu in black and white on colored paper to save our client costs without sacrificing visual impact.

Menuboard System

In-store menus were custom designed on a peg board system. This allowed FGC to experiment with new menu items and arrangements easily without having to reprint large parts of the menu.

Storefront

My team and I had the privilege of designing the signage for the new Fields locations. Each location's signage was custom designed with the facade style in mind.

I worked with a muralist to create a giant skiing chicken mural that can be seen on the inside of FGC's 12th and University location

Interior

We worked with mosaic artists, neon artists, printers, sign manufacturers, interior designers, and even a bike manufacturer to add special brand touchpoints to the interior.

The Sticker Wall

There's no detail too small. My team and I installed the custom illustrated sticker wall found in FGC's 12th and University location ourselves! 

Choking Poster

I like to take any opportunity to make something ordinary a fun focal point. I hand-illustrated this bespoke choking poster for Fields Good Chicken for fun, and it wound up being a permanent fixture in all stores.

Packaging and Uniforms

When designing uniforms, I strive to pick the most comfortable blank and design a piece that I would wear myself. My team and FGC sent out surveys to managers and employees so that we picked the right uniform piece for the job.

Packaging

Using the same black ink on color design style as the menus, we brought variety and color to the cup packaging.

Food Photography

I aided in the art direction and set design that took FGC's food photography from "nondescript lunch place" to "rad chicken joint where you can and should get messy." 

Website & App Update

We worked with PB&J to carry the new branding into the FGC digital experience.
fieldsgoodchicken.com

I designed sticker style headers for each menu category for the Fields Good Chicken app.

Thank You Field!

We were immensely lucky to have clients that let the design team run wild with every idea we brought to them and trusted us fully on all creative fronts.