Giant Eagle -
Cluck & Coop Branding

For Giant Eagle’s in-store chicken counter, the brand concept had to capture both the essence of the product and the personality of the retailer. At its core is an iconic chicken ampersand, designed as a versatile visual device that can seamlessly translate across future campaigns and communications.

The bright colour palette and playful patterning were chosen to be bold and eye-catching—injecting a sense of fun and warmth that invites customers to feel at ease. It’s not just about the chicken—it’s about creating an experience that feels approachable and friendly.

Strategic placement of product claims was key to the design, ensuring the brand communicates with authority, particularly regarding ethical, locally sourced farming. The balance between playful design and serious commitment to sustainability is at the heart of what Giant Eagle stands for, making the concept both engaging and trustworthy. This careful balance speaks directly to the customer, offering delicious, responsibly sourced options with a friendly, fun vibe.