HiHi Popcorn Chicken Brand Identity

Hi, life. Seize the day.

Regarding Taiwanese snacks, we might remember those memorable afternoons after school while we cheerfully rush to street food stalls through streets and alleys rather than straightly going home for dinner that has been prepared. Stalls always appear under the shade of the banyan tree. There is one hospitable vendor who offers another free helping of food. Next to him, there are red fried baskets piled up where the fragrance of the oil pan overflows, and street cats and dogs coming for fragrance smelling. The happiness of Taiwanese people is simple and reassuring.

Following the track of memory, instead of being nostalgic and retro, we would like to deliver the beautiful feelings of the ancient taste adapted to modern times as well. The key vision for HiHi Popcorn Chicken identity design is about a kitten who always wanders around the corners and cannot resist the temptation of food. The style follows the hand-painted signboards in early Taiwan under the influence of Japanese. Accompanied with the modern medium, the electronic light box, we try to simplify the strokes, retaining the warm sentiment that the vendor greets, as well as the expectation which the red fried food basket brings. We select the regular script with strong strokes as font in the imagination of vermicelli soup, scallion pancake, and Danzi noodles offered by beloved stalls. Meanwhile, we choose red and green as major colors in response to traditional Taiwan menus.

The existence of popcorn chicken is not for any noble reason, but is closely related to the culture of the common people in Taiwan. It is called the representatively healing food for it accompanies people in different life situations, as a reward when they try hard to get high scores, as a relief after hard-working days, or as a treat to share with loved ones.

These tastes of happiness stored in the street corner have become a passionate greeting, “HiHi!” It is because we seize the present rather than over regretting the past or assuming the future, the taste becomes delicious.