Chicken NamNam
Rediscovering the sarap of real boneless chicken
Client
CloudEats
Service
Naming, Packaging, Visual Identity, Environment
Industry
Food & Beverage
Collaborators
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Chicken Namnam started with a sound. The kind that escapes you when something is so good, words fail and your mouth does the talking instead. Built on that instinct, the brand was designed to turn the familiar fried chicken craving into something worth discovering all over again. Real boneless chicken. Sauces that need new vocabulary. An experience that is as loud and as honest as the food itself.
The client, CloudEats, came to us with the ambition to build a boneless fried chicken brand that could stand on its own in a crowded, competitive category. The challenge was not just differentiation on the shelf or the menu but to build a brand with enough personality to carry itself across store design, packaging, digital, and every moment of the meal.
The Universal Sound of Sarap
The name 'Chicken Namnam' is not a description but rather, a reaction. Namnam is the sound of ultimate sarap, the Filipino expression for something so delicious it leaves you without words. It is the language of cravings that every person who has ever eaten something truly good already knows exactly what it means.
This became the foundation of the brand: not a promise, but a feeling. A brand built not around what the chicken is, but what it does to you, especially when the taste hits the right spot.
A Mark with Attitude
The wordmark pairs a strong, blocky 'CHICKEN' that is clear and no-nonsense with 'NamNam' rendered in a bold, retro-inspired script with an italic lean and dynamic curves, like a saucy swirl across the logo. The contrast is intentional as it holds authority and playfulness in the same breath. It then locks in with the tagline: Real Boneless Chicken. Unreal Flavor.
At the heart of the identity is the brand's mascot, Nokki. A cheeky, confident chicken seen in a range of expressive poses: thumbs up, mid-spice-kick reaction and riding into delivery. Nokki gives the brand a face and a personality that is humor, attitude, and appetite in one.
Color Built for Craving
The palette is bold, warm, and appetite-forward. Namnam Orange anchors the identity and makes the brand feel vibrant and energetic and symoblizes the color of a hot pan and a good meal. It is supported by clean white, punchy blue, and a secondary palette drawn from the flavors themselves: tomato reds, cheese yellows, garlic creams, gravy browns, spicy greens.
Every name starts with an emotion or texture - creamy, spicy, savory - words that get your mouth watering without getting too technical or fancy. The playful and sensory-loaded adjectives capture what each sauce feels like before you even taste it.
A Space that Screams Sarap
The store was designed as a sensory extension of the brand. Surfaces reference crispy textures. Typography is loud and expressive. The space screams Chicken Namnam in every direction.
