Designing a funky chicken-inspired identity for Frango Assado, an iconic roadside restaurant brand in Brazil, bringing joy to an experience that stops traffic, literally.

Frango Assado

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#### In brief

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

But times change. How we refuel, or even charge up, our cars today 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 into 2023.

#### What we did

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

Enter ‘Frango’, the funky chicken-inspired new identity at the heart of a proudly modern dynamic brand, embodying its fun personality through design. The simple, yet highly expressive brand, embodying its fun personality through a series of joyful animations of a graphic “F” monogram mascot and bold, flat colours to give the brand a stylish vintage feel with a truly modern twist. A brand to stop traffic, literally. 

The new identity system, packaging and experience design have been rolled out across Frango Assado’s 26 roadside locations across Sao Paulo in Brazil, and to all the brand’s on and offline channels. Designed to continue to inspire Brazil’s funky chicken connoisseurs for the next 70 years.



For over 70 years Frango Assado has been the ultimate roadside respite in Brazil. A favourite place for Sao Paulo’s motorists to stop, rest and refuel, both body and car. But times change. How we refuel, or even charge up, our cars today is very different to how it was done 70 years ago. The same can be said for how we refuel ourselves. To inspire a new generation of diners, we designed a new brand with a plucky personality and an entire experience worth putting the brakes on for.

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Design Bridge and Partners | Frango Assado

Superunion and Design Bridge come together to create Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

Design Bridge and Superunion come together to create Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

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Frango Assado

Designing a funky chicken-inspired identity for Frango Assado, an iconic roadside restaurant brand in Brazil, bringing joy to an experience that stops traffic, literally.