Cowboy Chicken
Cowboy Chicken was already cooking rotisserie chicken over real wood fire, but at a critical growth stage, its brand hadn’t caught up to its flavor. Propaganda rebranded the chain from the ground up, turning its smoky, frontier-born heritage into a bold identity built to scale across new markets and guests.
Food as Honest as a Handshake
“Food as Honest as a Handshake” is more than a tagline; it’s the promise behind every plate. Cowboy Chicken cooks over real wood fire with nothing to hide, and the brand now says so plainly. Propaganda built a strategy around that candor: straightforward, warm, and rooted in the frontier spirit that started it all.
The design makes the handshake visible. A new logo, reimagined restaurant environments, advertising, fresh photography, hand-drawn illustrations, a rebuilt website, and a redesigned menu share one voice and one set of honest materials. Every touchpoint feels crafted, never manufactured, so guests meet the same genuine brand in the dining room, on the menu, and online.
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