BONCHON

Spicing things up with a bolder, tastier vision for Gen Z.

INFO

Bonchon is a global Korean fried chicken brand with bold flavor and big ambitions. As part of Carson & Doyle’s design team, we launched the “Wing It” campaign—a playful, culturally impactful concept that targeted Gen Z audiences and extended seamlessly across digital, social, and in-store channels.

ROLES

Brand Identity

Brand Strategy

Illustration

Animation

Interior Design

Packaging

Product Design

Web Design

IMPACT

BOLD FLAVOR, BOLDER IDENTITY

Helped Bonchon win over Gen Z audiences by crafting a playful, culturally-rooted campaign. From in-store redesigns to digital rollouts, the work blended Korean heritage with modern social energy, fueling brand love and accelerating U.S. growth.

NEW DEALS, NEW DEMOGRAPHIC

Created a new lineup of bold, budget-friendly combos aimed at younger audiences hungry for both flavor and value. The brand campaign extended these offerings with energetic visuals across all channels.

GLOBAL FLAVOR, LOCAL ATTITUDE

Crafted a campaign that merged Korean street-food energy with Western brand wit—bringing Bonchon’s heritage to life in a way that resonated with Gen Z. The result: a refreshed identity that felt both global and local.

THE CHALLENGE

In a crowded category dominated by established players, Bonchon needed a stronger digital identity that could stand apart. The goal was to transform everyday promotions into memorable brand moments—driving engagement, increasing relevance with younger consumers, and reinforcing Bonchon's flavor-first positioning.

THE APPROACH

Our strategy centered on evolving Bonchon's identity into something younger, louder, and more culturally resonant. We built a flexible visual system inspired by the brand's Korean heritage, infused it with Gen Z energy, and reframed the customer experience around moments of connection, celebration, and shared enjoyment.

CREATING A BOLD DIGITAL BRAND EXPERIENCE

We developed a vibrant visual system for the campaign — pairing punchy type, saucy copy, and mouthwatering visuals to match the flavor-forward brand. The campaign lived across website features, digital menus, in-app promos, and social channels — creating a scroll-stopping, crave-worthy experience at every digital touchpoint.

BRINGING THE CAMPAIGN INTO THE PHYSICAL WORLD

From in-store signage to tray liners and packaging, we translated the "Wing It" identity into tactile moments that enhanced the dining experience. We also introduced new menu designs, custom merch, and branded photography to make the experience feel fresh, cohesive, and unmistakably Bonchon.

DRIVING HYPE THROUGH SOCIAL CONTENT

We created social assets that leaned into the fun, casual spirit of the campaign — spotlighting new menu items, behind-the-scenes shots, and community engagement. The content strategy blended product visuals with personality, giving Bonchon fans more reasons to share, tag, and come back for more.