Despite the great success Garden Catering had seen at its various Fairfield County locations, the family-owned chicken joint—best known for its nuggets and fries—enlisted our help in breaking through to an even broader market. Our team helped with this evolution by making subtle brand-wide changes to the color palette, typeface, and iconic chicken (who we dubbed “Gardenia”) that better communicated the objectives, values, and–most importantly–the story behind Garden Catering.

Execution of strong, straightforward taglines aimed to clear up some of the confusion behind the “Garden Catering” name made a huge impact. Our deceptively simple tagline, “Actually Chicken,” is a verbal embodiment of the Garden Catering narrative: while it playfully acknowledges the ambiguity of Garden Catering’s name, it simultaneously drives home the company’s commitment to serving real, 100% white-meat chicken. Admittedly, however, sometimes the best way to articulate a brand’s story is to just come right out and say it. We felt as though, “Garden Catering: We don’t garden, we can cater, we love chicken,” pretty much got the job done.