OUTFRY: Korean Fried Chicken Takes Over Europe

Outfry, a delivery brand that has been gaining attention across Europe for its Korean-style fried chicken, has renewed its brand in 2024. Founded in 2019 by Taster, a leading European dark kitchen operator, Outfry currently operates in the UK, France, Belgium, and the Netherlands, and has over 90 stores in France.

After its initial success, Outfry needed a branding strategy that would target a new generation, Gen Z, as competition surged during the COVID-19 pandemic. To maintain the strengths it had built over the past five years and capture the attention of the younger generation, Outfry wanted to transform itself from a simple food brand to an entertainment brand.

Brand renewal for the younger generation

The core of the new visual identity is the “Outfry Universe.” The brand mascots Chuck and Cherry are featured as the brand’s main characters, bringing life to social media and delivery packages. The two characters became friends after a small argument over fried chicken on a rainy night in Hongdae, Seoul. Their stories, with their different tastes—Chuck prefers chicken wings while Cherry prefers chicken tenders—represent the tastes of various consumer groups.

Intense visual elements and new menus

Outfry has created a visually striking brand by using strong red and sky blue as the main colors. The logo and typography are designed in a sticker style to emphasize a playful and friendly image. The package design is designed to feel Outfry’s individuality at all touchpoints, taking advantage of the brand’s characteristics as a delivery-only brand. Outfry has also added new sauces and menus using authentic Korean ingredients to present “crispier and more moist” chicken.

A brand that combines fun and quality

Outfry is positioned as a brand that has both seriousness about food and humor about the brand. Through the cheerful story of Chuck and Cherry, they have strengthened the emotional connection with the younger generation and are continuing to communicate with various graphic assets and social media content.

“A brand should be more than just a logo and colors,” said Outfry’s creative director. “We are looking forward to seeing what new tastes and experiences Chuck and Cherry’s adventure will bring us in the future.” This renewal is expected to leave a strong impression on the younger generation and serve as a stepping stone for Outfry to be loved even more across Europe.

More and Sources

• https://monopo.london/work/outfry-korean-fried-chicken-branding/