For over 70 years Frango Assado has been the ultimate roadside respite. A favourite place for Sao Paulo’s motorists to stop, rest and refuel, both body and car. With 26 locations across the state, it’s a familiar, beloved landmark that’s been on the map for many a generation.

However, times change. How we refuel (or even charge up) our cars these days is very different to how it was done 70 years ago. The same can be said for how we refuel ourselves. It was time for Frango Assado to accelerate to 2023.

Although the Frango Assado chain is loved for its quality and delicious chicken, convenience diners today aren’t simply seeking food, they want more. They want the moon…on a drumstick – an entire experience worth breaking their journey for. We needed to make Frango Assado appeal to an entirely new generation whilst retaining its existing charm and equity.

Enter ‘Frango’ the funky chicken inspired logo at the heart of a proudly modern and dynamic identity, embodying the brand personality through a fun, cheeky characterisation to bring the brand to life. The simple, yet highly expressive nature of ‘Frango’ illustrated through a series of joyful animations & bold, flat colours gives the brand a stylish vintage feel with a truly modern twist.

The other identity elements create unique and proprietary compositions, thus making the Frango Assado chain gain new strength and potential to continue to inspire the experience of a good stopover on Brazilian roads.

The new logo and identity system has been rolled out across Frango Assado’s 26 road-side locations across Sao Paulo in Brazil. It has also been applied to all the brand’s on and offline channels.

This transformation, initiated in the brand strategy, permeated the verbal and visual identity and the entire physical experience (packaging, visual communication and environmental design) of the Frango Assado chain.

The new brand identity launched in February 2023 and will be an ongoing, long-term solution.

The main result of the rebranding is the evolution towards a modern and simple identity, without losing the link of familiarity and recognition with its captive audience. The previous identity was based on the use of a beloved and recognized mascot, however, dated and without personality.

With the recent refresh the brand is ready for the next 70 years.