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 the brand lacked a strategic foundation to support growth.

We partnered closely with Namkeen’s founders through in-depth workshops and questionnaires to unearth the soul of the brand and translate that into a usable scaffolding for growth. Through market and customer research, we developed audience segments and positioning statements. We built a comprehensive brand platform that articulated what Namkeen stands for, where it's going, and how it connects with its audiences. From there, we crafted an emotional brand narrative, messaging framework, and franchise deck.

Agency: Alice Creative, Super Spicy
Client: Namkeen