Chuckles
Pizza, Burgers and Happiness
- Client
- Chuckles
- Year
- 2021
- Role
- Brand designer
- Scope
- Logo · Brand guidelines · Packaging · Social media
I created the Chuckles brand from the start: the logo, the brand guidelines, the initial packaging and the first social media posts.
The identity is built around one feeling: happiness. A smile sits at the centre of the logo, and a bright mango yellow combined with orange gives the brand its cheerful, energetic look.
A smile in
the logo
The Chuckles identity starts with a smile, cleverly integrated into the letter H. Inspired by the brand’s playful personality, I brought together a vibrant mango-yellow palette, combined with bright orange, and expressive typography to create a visual identity that radiates happiness, energy, and warmth.
Every element was designed to feel cheerful, approachable, and instantly recognizable. I also developed comprehensive brand guidelines to ensure consistency across typography, colour, and visual applications.
Packaging
that smiles
From burger boxes and cups to pizza boxes, takeaway bags, and tissue packaging, I extended Chuckles’ playful identity across its initial packaging range.
The recurring smile symbol and bold colour palette bring everything together, making the brand recognizable beyond the restaurant.
On the table,
and on the team
I carried the visual identity across menus, in-store collateral, promotional vouchers, cards, and staff uniforms, creating a consistent brand experience across customer-facing and operational touchpoints.
Social that feels
like the brand
I developed the initial social media visuals and profile design, translating Chuckles’ playful identity into a cohesive digital presence.
