HiFive Chicken
From neighbour favourite to franchise-ready QSR brand.
A complete brand repositioning that transformed a local chicken shop into a scalable, growth-ready identity — ready for national expansion across Canada.
Brand Strategy
Visual Identity
Packaging Design
Digital Presence
Franchise Standardization
- The moment
Early traction. Bigger ambitions.
HiFive had built early traction as a neighbourhood favourite, but its brand no longer reflected its ambitions. As the business prepared for expansion, perception risked limiting its growth potential.
- The challenge
Local positioning limits national scale.
Remaining positioned as a local chicken shop would make national scale difficult. HiFive needed to evolve into a brand that felt credible, cohesive, and ready for franchise growth.
01
Brand Credibility Gap
The existing identity prevented serious franchise conversations — it read local, not scalable.
02
Inconsistent Visual Language
No unified system across packaging, digital, and in-store — every touchpoint felt disconnected.
03
No Franchise Standards
Without a standardized brand platform, replication across new locations was impossible.
04
Weak Digital Presence
Online presence didn't reflect product quality or communicate growth ambition to franchisees.
- Before & After
The repositioning in full.
Nine helped reposition HiFive from a neighbourhood staple into a growth-ready QSR brand. The shift was not just visual. It created the consistency, credibility, and structure needed to support expansion across markets.
• BEFORE
• AFTER
- The Build
Five systems. One brand.
Each element of the brand platform was designed to reinforce consistency across current and future markets — from the first touchpoint to the last.
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- Packaging Design
Every box tells the brand story.
A unified packaging system designed for consistency across all locations — bold, unmistakable, and ready for national markets.
01
Updated Visual Identity
A sharper identity system designed to move the brand from local favourite to scalable QSR contender.
02
Packaging Design
A cohesive packaging system built for consistency, memorability, and stronger shelf and in-hand brand recognition.
03
Digital Presence
A more modern digital experience designed to better represent the product, the brand quality, and the company’s growth ambitions.
04
Franchise Standardization
Foundational brand guidelines created to support consistency across future locations and franchise expansion.
05
In-Location Brand Experience
Interior and environmental touchpoints designed to reinforce the updated brand in physical space.
- Digital Presence
Every page built to convert.
From website presence to campaign visuals, the digital ecosystem was elevated to better reflect HiFive’s product quality and expansion potential. The result is a more credible, cohesive brand experience across every screen.
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- The outcome
Designed for growth, not just operation.
Remaining positioned as a local chicken shop would make national scale difficult. HiFive needed to evolve into a brand that felt credible, cohesive, and ready for franchise growth.
HiFive now presents as a brand built for expansion rather than a single-location operator.
The business is better positioned to grow across Canada with a more cohesive identity, stronger customer-facing consistency, and a clearer franchise-ready foundation.