Celebrating the inclusiveness and diversity of contemporary Thai culture

Chick-A-Boom

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#### In Brief
Bangkok has a new kid on the block – Chick-A-Boom. A group of pop-up stores from The Pizza Company of Minor Food, on a mission to disrupt Thailand's fast-food market. 

Targeting Gen Z and food connoisseur audiences who thrive on new tastes and dining experiences, Chick-A-Boom wanted to challenge Western brands. So The Pizza Company asked us to create a new identity that could change the game in Thailand's restaurant market, while ruffling some feathers along the way. 

#### What we did
We wanted to make sure the brand stood out as a welcoming place where the vibrant and vocal LGBTQ community were celebrated. Our answer? We created 'Chickira', Thailand's first, non-binary mascot symbol, born to celebrate the inclusiveness and diversity of contemporary Thai society.

The identity captures the personality of the Chick-A-Boom brand that is big, bold and utterly unforgettable. It's designed to inspire the next generation of customers, encouraging them to be themselves, enjoy life and live with confidence, self-love, and free spirit. We ensured this dynamic identity is digital-first, created for screens, and translates seamlessly across the brand's digital space and in-store experiences, with bold colours and free-hand typography. Bringing a sense of occasion, community, and fun. 

The supercharged Chick-A-Boom brand and Chickira shook their way into the hearts and minds of the Thai nation, with pop-stores across the country. Chickira took to the streets and joined Bangkok Naruemit Pride, as a symbol of a movement in support for the LGBTQIA community. With partnership deals, influencers, and promotion of the popular LGBTQIA TV series, Gen Y, Chick-A-Boom is an active voice in Thai society, an authentic part of its contemporary culture, and a symbol of the inclusivity and diversity of Thai society. 

**200 pop-up stores**   
**100% growth of revenue over target** 

> "We tasked Superunion with developing a brand and mascot that are big, bold and utterly unforgettable and it's safe to say they delivered that in spades. The new brand identity along with 'Chickira' has worked perfectly in-store and equally translates seamlessly into the digital space as we look to expand our presence."
>
> *— Kittichet Sathitnoppachai, AVP Marketing at Minor Food*

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> "The fast food landscape in Thailand has taken an enormous hit from the pandemic. Brands not only need to constantly present themselves online and provide seamless in-store experiences, they also have to actively reach out to customers in ways that are meaningful to their lives. Superunion's core purpose when building brands is to find ideas that create positive and impactful change, and we are proud to bring this energetic brand and larger-than-life 'Chickira' to Thailand – a symbol of openness, inclusion, fun and love."
> 
> *— Korrakot Kulkraisri, Senior Brand Strategist, Superunion Thailand*

Celebrating the spirit of the country with its vibrant and vocal LGBTQ community

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Senior Brand Strategist, Superunion Thailand

Celebrating the inclusiveness and diversity of contemporary Thai culture, with a new brand for Chick-A-Boom, and Thailand's first, non-binary mascot symbol, Chickira.

Superunion | Chick-A-Boom

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.