Made up of two 3-letter words, the name itself is a graphic strategy making the two terms perfectly stackable. This enabled the custom lettering to be drawn with equal widths, so the 'O' can center and get lit up.
Hot Chi is a Chicago-style, Nashville-inspired, hip-hop-loving, hot chicken and ice cream restaurant In Chicago’s Chatham neighborhood. Life-long South-siders, restaurateurs and family Amer, Mutaz, and Kinan have long had a passion to feed communities. When Chatham (a neighborhood considered to be a food desert) lost what was widely considered the best fried chicken franchise in Chicago, the brothers decided to step up.
Span named the restaurant Hot Chi, a play on their specialty, hot chicken, while at the same time embracing Chicago’s nick-name Chi-Town. Hot Chi is simple, memorable, and screams Chicago-style Hot Chicken.

Made up of two 3-letter words, the name itself is a graphic strategy making the two terms perfectly stackable. This enabled the custom lettering to be drawn with equal widths, so the 'O' can center and get lit up. Our visual approach transformed the typographic to iconographic. We created a mascot to emphasize a fun and approachable personality. The mascot is often seen eating an ice cream cone, a direct rendering of the restaurant’s offerings — Chicken and Cones.

Studio
Span
Clients
Hot Chi
Team
Nick Adam — Strategy, Design Direction, Design
Avery Branen — Design, Illustration
Back to Top