Namkeen burst onto the hot chicken scene in 2020 when it launched its first restaurant in New Jersey. Its innovative menu blends rich spices from Pakistan with the fiery kick of Nashville hot chicken. Four years and three restaurants later, Namkeen was ready to invest in their brand in a meaningful way. At that point, Namkeen had a strong community following, a bold culinary point of view, and a vibrant new visual identity created by creative studio, Super Spicy. But Namkeen needed help to unearth the soul of their brand and translate that into a usable scaffolding for franchising.