Goldie’s Chicken
Life’s too short for boring chicken – and small portions.
A bold, personality-led food brand developed for the Guildford Hotel, bringing signature golden fried chicken, loaded burgers and generous pub classics together in a fresh, approachable dining concept.
Project Scope:
Branding | Creative Direction | Art Direction | Menu Design | Signage | Social Media | Merchandise
Goldie's Chicken was developed as a new food concept for the Guildford Hotel, centred around signature fried chicken, loaded burgers and generous pub classics. The objective was to create a recognisable, product-led brand with broad appeal, attracting casual diners, families and sports enthusiasts while establishing a concept with potential to expand across other venues.
The visual direction combined Southern-inspired fried chicken cues with an unmistakably Australian pub personality. Bold, rounded typography and playful script were paired with an unexpected orange and blue palette to differentiate the brand from traditional fast-food competitors. Food-led imagery and expressive messaging brought the product to the forefront, creating an identity that feels confident, approachable and full of personality.
