Graphic

This Fall, Red Antler had the pleasure of helping Fukuthe spicy fried chicken concept born out of David Changs Momofuku Noodle Barbring its unapologetic New York energy to life with a bold, refreshed identity to honor its 10 years in business.

The Challenge: Fukus signature OG Sando has evolved from a secret Momofuku menu item to a fan favorite with a fast-growing presence in major arenas and stadiums across the U.S. The mission was to honor the brands culinary roots while infusing its evolving persona with the right amount of swagger.

The Solution: The rebrand channels the raw authenticity of New Yorks East Village and back-of-house restaurant culture with a design system thats loud, gritty, and playful. Key highlights include:

A vibrant color palette that speaks to Fukus fiery flavors and bold personality.A reimagined wordmark with condensed letterforms and a type system inspired by downtown street signage.Flash photography and type-forward design elements that give the brand an in-your-face, no-frills attitude, perfect for the sports fans, foodies, and music lovers who flock to Fuku’s now-iconic sando.

A signature messaging system built around the line Take it or Take itraw, direct, and unapologetically bold. From takeout bags to stickers to chicken-hand choking signs, this brand isnt afraid to make its mark. Its bold, flavorful, and brings the heat in all the right ways.