Mother Clucker, the London-based brand, was in need of a rebrand to better differentiate its irreverant personality. The brand turned to 1HQ to re-established Mother Clucker’s brand purpose, target consumer, personality and principles. The new packaging system leans into the irreverence, humor, and urban street aesthetics that create an edgy yet engaging design.

Mother Clucker started serving buttermilk soaked, twice battered chicken in 2013 from a converted US Army Ambulance in East London, and quickly gained a solid reputation and loyal following for their amazing fried chicken. After years of successful pop-ups across London, the brand looked to launch nationwide, however the visual identity wasn’t strong enough to stand out in a competitive national food scene, or feel truly distinctive.