Storytelling through Hero Beverages
May 2011
A new visual language for Chick-fil-A’s hero beverages; lemonade and iced tea. For this project, graphic designers and industrial designers collaborated to create: cups, jugs, pitchers, bubblers, graphics for each refreshment, as well as a backdrop for the refreshment island. The problem is that Chick-fil-A hand squeezes lemons several times a day to make fresh lemonade but their guests aren’t aware of this fact. Our challenge is to express the freshness and realness of their lemonade and tea through the design of the models and graphics.
The wooden crate inspired design conveys the idea of fresh, immediate consumption, and something that is not pre-packaged. The authenticity seal conveys the sense of exclusiveness and certification. The choice of incorporating an oval seal was inspired by vintage signage and old postage stamps. The new plastic cups are inspired by the transparent nature of Chick-fil-A and their desire to showcase their hero beverages as much as possible.
The simplistic overall appearance of the cups, jugs and pitchers encompasses an up-to-date design language. The traditional southern hertiage vision is achieved through the design being elegant yet humble. As a whole, the stamp, seal, and crate system convey a sense of nostalgia and tradition that will leave a long lasting impression that will remain with Chick-fil-A guests.
We presented our work to a room of Chick-fil-A engineers and industrial designers, the COO Dan Cathy, the President of SCAD Paula Wallace, the SCAD Dean of School of Communications, as well as the SCAD Graphic Design Dept. Chair.
