Lee’s Famous Recipe Chicken
A Bold Brand Refresh
Lee’s is all about bringing people together, sharing a heartwarming meal, and making memories around the table. Whether you’re sitting down to relax with your family, grabbing a quick lunch on the go, or looking for a late-night snack with your friends — Lee’s is the reliable, familiar choice.
The goal of our work was to give Lee’s a fresh update, without losing the brand’s well-loved identity. Through an honest, bold, and modern design, Lee’s beloved heritage is not forgotten. It reassures customers that you can always count on Lee’s to provide delicious food, inviting faces, and a place for you to relax, unwind, and enjoy.
Get to Know Helen
Helen the hen is an important addition to the Lee’s brand. Functioning as a primary brand mark, as well as a key digital asset, Helen adds playfulness and confidence to the brand, with inviting and friendly undertones. She embodies the delight, and values of the Lee’s brand, while also maintaining versatility as an Icon and staple for Lee’s.
Illustration style:
Illustration and custom art are often depicted via hand-touched designs and graphics that are created to feel unique and in line with Lee’s playfulness and hospitality, as well as their delicious offerings and ingredients.
“We are excited at how this work strikes a balance of being bold and modern while not straying too far from Lee’s history.”
– Dan Sokolik, VP of Marketing, Lee’s Famous Recipe Chicken
