Bonchon
Bonchon is the global home of Korean fried chicken, famous for its signature double-fried crunch and bold soy-garlic and spicy flavors that invite fans around the world to crunch out loud.
Crunch out loud.
Propaganda partnered with Bonchon to bring consistency and clarity to a brand whose food had already earned a global cult following. With Korean fried chicken famous for one thing above all (the crunch) we crafted a brand positioning and tagline that captured it in three unforgettable words: Crunch Out Loud. It became the rallying cry for the brand and the through-line for everything that followed.
From there, we built a fresh creative strategy and visual aesthetic to match the energy of the food: bright, electric, and confident. Brushed letterforms became a defining feature of the new look, echoing the way every piece of Bonchon chicken is meticulously hand-brushed with sauce. The aesthetic brought consistency across every market while giving Bonchon room to grow, including the launch of a quick-casual concept designed to bring the iconic double-fried crunch to new audiences in a faster, more accessible format.
The result was a brand as bold as the flavors that built it. One with a voice, a look, and a battle cry all its own.
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