Charles Pan-Fried Chicken
BRIEF
Charles Gabriel is a Harlem legend, plain and simple. His famous Pan-Fried Chicken and soul food has served Harlem for decades. With the opening of three new locations in Manhattan and rebirth of this culinary icon, we were commissioned to design the new look and feel for this storied chef’s expansion. This project was a true dream as the client was considerably open to a new design language and creating quality touch points for the brand’s rebirth.
SCOPE OF WORK
Visual Identity
Brand Strategy
Positioning
Storefront Design
Signage
Photography
Web Design
Apparel / Uniforms
Collateral
Art Curation
CREDITS
Photography
Nash Design
Evan Sung
Signage Fabrication
Noble Signs
WHERE WE BEGAN & THE NEW MARK
The Charles brand was ready for a complete revamp. Nash proposed the identity should have more of a heritage feel over the sleek and modern look. After all, he’s been cooking chicken for over 30 years, and living in Harlem for 50 years. Our solution uses a hand drawn script paired with a customized Helvetica typeface for a classic balance between old and new.
The colors were updated to a more appropriate warm red and light teal / blue for a more playful and approachable look. The “C” was designed to become a stand alone identifier outside of the Charles script for headwear, and other smaller applications.
Charles Pan-Fried Chicken previous branding & restaurants in Harlem.
STOREFRONT & SIGNAGE
For the signage, Nash designed exterior top signs, pan-fried neons, exterior window detailing, and even a large blade sign for the 145th St. Flagship. Noble Signs executed our signage designs to perfection and much fanfare once installed.
Harlem Flagship Rendering
Upper West Side Location Rendering
Originally Proposed Marquee Neon Blade Sign
The Famous Cast-Iron Pan Neon Sign
ART CURATION
Nash executed the photographic direction and content for the restaurants, web, and social.
Each restaurant features the“History of Charles”, a frame wall with both old and new photos that detail his journey from sharecropper to famed chef.