The Brief
In partnership with the agency SuperDeluxe, I worked on developing multiple merchandise lines for Slim Chickens, a global fast-casual restaurant with a loyal community of “Slimthusiasts.” The goal was to extend the brand beyond the restaurant through an e-commerce merch experience that fans would be excited to wear and collect.
In partnership with the agency SuperDeluxe, I worked on developing multiple merchandise lines for Slim Chickens, a global fast-casual restaurant with a loyal community of “Slimthusiasts.” The goal was to extend the brand beyond the restaurant through an e-commerce merch experience that fans would be excited to wear and collect.
The Problem
While Slim Chickens had a passionate fan base, the brand lacked a cohesive merchandise program that could translate that enthusiasm into a retail experience. The challenge was creating products that felt authentic to the brand while also aligning with contemporary apparel trends. The merch needed to resonate with existing fans while appealing to new audiences discovering the brand online.
While Slim Chickens had a passionate fan base, the brand lacked a cohesive merchandise program that could translate that enthusiasm into a retail experience. The challenge was creating products that felt authentic to the brand while also aligning with contemporary apparel trends. The merch needed to resonate with existing fans while appealing to new audiences discovering the brand online.
Insight
Fans weren’t just customers—they identified with the brand’s playful personality. Treating the merch like lifestyle apparel rather than promotional swag would make it more desirable and collectible.
Fans weren’t just customers—they identified with the brand’s playful personality. Treating the merch like lifestyle apparel rather than promotional swag would make it more desirable and collectible.
Design Intent
Working collaboratively with the agency team, I helped develop merchandise concepts that balanced brand recognition with modern streetwear and lifestyle trends. Designs incorporated bold typography, playful brand references, and graphic treatments that captured the fun, high-energy personality of Slim Chickens. The system was designed to scale across multiple apparel pieces and seasonal capsule collections.
Working collaboratively with the agency team, I helped develop merchandise concepts that balanced brand recognition with modern streetwear and lifestyle trends. Designs incorporated bold typography, playful brand references, and graphic treatments that captured the fun, high-energy personality of Slim Chickens. The system was designed to scale across multiple apparel pieces and seasonal capsule collections.
Outcome
The final merchandise collections launched through an e-commerce shop, giving Slim Chickens a cohesive merch program that engaged its fan community. The system allowed the brand to continue releasing new seasonal collections while strengthening loyalty among its “Slimthusiast” audience.
The final merchandise collections launched through an e-commerce shop, giving Slim Chickens a cohesive merch program that engaged its fan community. The system allowed the brand to continue releasing new seasonal collections while strengthening loyalty among its “Slimthusiast” audience.
