Zo'r Tovuq is a chicken brand that builds trust on simple, clear promises: natural, safe and fairly priced. Behind the product are quality control at every stage and compliance with halal standards, including hand butchering.

The company asked us for a complete visual system: logo, brand colors, typefaces and graphic elements. Building on it, we were then to design the packaging, the retail space and POS materials.

We presented the chicken as a champion, decorated for quality and naturalness. The visual language centers on an illustration of a chicken wearing medals, and the quality markers are styled as award stamps. This turns quality from an abstract promise into a recognizable metaphor and makes the product feel proven and honest.

The redrawn letters of the logo have soft, rounded forms that reinforce a natural, friendly feel. Built into the letterforms is a subtle detail: the silhouette of chicken wings.

Illustration became the key element of the identity. It builds an emotional connection while communicating the core values: naturalness, quality and trust. The graphic elements work as a single kit of parts for packaging, points of sale and advertising.

With a clear quality-award metaphor and repeatable graphic elements, the system adapts to different touchpoints and tasks, from packaging to POS materials and store design.