Chicken Now is a fast food chain that is located exclusively in the food courts of shopping malls. A relative newcomer to the fast-food chicken game, Chicken Now is positioning itself to go head-to-head with the wildly successful food court darling Chic-fil-A.

Pentagram’s new Chicken Now identity needed to appeal to fickle teenagers and college kids without alienating the older mall shopper. The identity system also needed to communicate Chicken Now’s talking points: always fresh, 100% all white-meat chicken tenders, marinated in-house, trans-fat free, using local produce and made to order. The use of the literary looking type face and a cleaner, toned-down menu board and interior decor is surprisingly effective in food courts, which are primarily dominated by loud and aggressive graphics.