Dairy King’s food was already loved. The chicken tenders were exceptional, the product was genuinely good, and the family behind it had ambition that went far beyond their first store.

What they didn’t want to be was just another chicken shop. They had their eyes on becoming a nationwide brand — and they knew that to get there, the image needed to match the aspiration.

The brief: build a brand that makes Birmingham look like LA, and chicken tenders look like a movement.