Derrick Lin


Agency: Eme Design Studio
Creative Directors: Joel Martínez, Iris Morales
Art Direction and Design: Ana Ruiz, Enrique Avalos
Design Pauline Mateos
Project Type: Produced, Commercial Work
Client: Boss Chicken
Location: El Paso, Texas
Packaging Contents: Liners, box, cups, bags
Packaging Substrate / Materials: Paper, cardboard

When thinking of chicken, the words rockin’ and sassy don’t often come to mind. That all changes when you see the branding for Boss Chicken. This branding emulates everything that was missing from the chicken game with spunky chickens that dance and surf through paper cups, liners, and t-shirts. The gritty, hand-drawn illustrations of chickens with pompadour hairdos, sunglasses, and styling combs give Boss Chicken an edgy and fun vibe, while the accompanying phrases and food icons remind you of the fresh, home-made food that Boss Chicken has to offer. All in all, this brand, like its chicken, is truly boss. ​​​​​​​