Comfort Food with Character: The Branding Journey of Chicken Meets Rice
It’s a classic, versatile pairing in cultures around the world: chicken and rice.
But there’s a specific chicken-and-rice dish that’s particularly popular in Singapore, Malaysia and much of southeast Asia. Hainan chicken, or chicken rice: slow-poached chicken paired with seasoned rice, chili sauce and traditionally, slices of fresh cucumbers.
It’s a dish the founders of a successful California restaurant concept were introducing to the American fast casual cuisine, transforming a beloved Asian comfort food into a mainstream favorite.
But in the competitive world of food service, restaurant branding plays a crucial role in capturing attention and sparking cravings.
So they asked Atomicdust for help.
Setting the table.
Founded by friends and former tech colleagues who bonded over their shared passion for Hainan chicken rice, Chicken Meets Rice began with a clear vision. The founders appreciated the dish’s simplicity and depth of flavor, recognizing an opportunity to bring something truly special to American diners. Armed with complementary skills and unwavering enthusiasm, they left their corporate careers behind to embark on a culinary venture together.
That venture quickly turned into a proven concept, growing to three locations, with a fourth store—their largest space—preparing to open when they approached Atomicdust.
The new location offered a new opportunity to look at their brand. While their stores were busy, their brand identity wasn’t quite ready to scale.
They came to our team with a challenge: how do we honor the rich heritage of chicken rice while making it accessible and appealing to a broader audience? How do we convey “the ultimate comfort food” experience through our messaging?
The taste test.
The first thing we needed to do was try some Hainan chicken rice. On a trip to California, we met the owners (before the busy lunch rush) and got a chance to try it all. From classic combinations to mix-and-match options—their menu invited diners to pick sauces and sides to invent a bowl of their own.
We also got the chance to talk to the people behind the counter, who showed passion and enthusiasm for not only the dish, but the company culture. We saw it in the care they took as they prepared the authentic recipe—one that requires multiple, time-consuming steps to get the flavors just right.
Finding the right flavor.
Our Chicken Meets Rice experience revealed what made them special: authentic preparation methods, a customizable menu that invited exploration and a team genuinely passionate about sharing this dish with their community.
Above: Mood board images for Chicken Meets Rice’s new brand identity.
The challenge was translating these qualities into a brand that could scale. Their existing visual identity was functional but didn’t convey the brand’s personality or promise. It needed to showcase the dish’s quality, while feeling approachable enough for diners unfamiliar with Hainan chicken rice.
We focused on creating something much like the dish itself, which combines simple ingredients prepared with care to create something extraordinary.
Hatching a character.
Marketing is the birthplace of many mascots. Tony the Tiger, Ronald McDonald, the Keebler Elves. These icons have transcended mere advertising to become cultural touchstones—instantly recognizable symbols that embody their brands’ personalities and values.
When it came to Chicken Meets Rice, we couldn’t help but think: what’s more appropriate for a chicken restaurant than, well, a chicken? But not just any chicken would do.
We had many, many discussions about the chicken.
Should it have sunglasses? Wear a hat? Or pants? Should it be smiling? Can a chicken smile? And what’s that thing on a chicken’s head called? (It’s called a comb.)
In the end, we landed on a charming, simple chicken character holding a bowl of rice. No sunglasses. No hats. Just a friendly chicken that looks pleased to be sharing a delicious meal with you.
A love story.
With a playful chicken at the heart of the brand identity, we knew this character needed a compelling narrative to truly bring the brand to life.
So we gave our feathered friend a backstory: this wasn’t just any chicken, but one on a mission to introduce people to the perfect culinary partnership. The mascot became the personification of the restaurant’s origin story—when chicken met rice it was “love at first sight.”
A whimsical, rhyming narrative captures both the love story and the meticulous preparation process:
The playful brand language explains the careful preparation process while inviting customers to customize their experience. The “meet your match” invitation reminds audiences about the central love story between chicken and rice.
Serving up a complete brand.
With our chicken mascot established and brand voice defined, we developed the rest of the brand identity to create a cohesive system.
We mixed in bold, chunky typography that felt modern and friendly. The primary color palette features a warm, inviting yellow with black accents. This combination strikes the perfect balance: distinctive enough to stand out, approachable enough to welcome newcomers and sophisticated enough to convey quality.
To complete the visual system, we developed custom badges highlighting different preparation methods like “Grilled Fresh” and “Slow Poached,” along with regional identifiers throughout Chicken Meets Rice’s menu, like “From the Streets of Thailand” and “Singapore’s National Dish.” These elements added depth to the brand story while educating customers about the culinary traditions behind each dish.
The system works seamlessly across applications, from menu boards to takeout bags. The packaging features the chicken mascot prominently, turning customers into brand ambassadors as they carry their lunch back to offices and homes.
While the character and story bring personality to the brand, we were careful to balance this playfulness with clear, simple messaging. The balance was critical—enough personality to create emotional connection, but enough clarity to ensure customers understand exactly what they’re ordering.
A recipe for success.
With their new brand identity in place, Chicken Meets Rice is able to express the care and craft that goes into their food while maintaining an approachable, inviting personality.
For Atomicdust, this project was an exercise in what we do best: helping passionate teams translate their vision into a brand that resonates with audiences and scales with their business.
The success of Chicken Meets Rice reminds us that effective branding isn’t just about looking good—it’s about telling a story that connects with people, inviting them to share in something special.
One bowl at a time, Chicken Meets Rice is introducing diners to a new comfort food favorite, and we’re proud to have helped craft the brand that makes that possible.
