Sending Care to Others
For moments that matter: Give the gift of Chick-fil-A.
Client materials
Chick-fil-A’s Send Care to Others feature is a new ordering option that allows guests to customize a meal for someone special. Complete with exclusive packaging, add-ons, and a personalized note, guests can order care packages through the app and have it delivered to the recipient’s doorstep with Care.
Below, you can find the prototype we created for the Send Care to Others feature in addition to the components we created for the campaign.
Prototype
With this new Sending Care to Others feature, guests will be able to select exclusive packaging, choose from pre-made Care packages, select add-ons, such as flowers or Chick-fil-A swag, and include a personalized note that will be delivered to the recipient alongside their meal.
If Chick-fil-A doesn't offer delivery in a recipient's area, customers can choose to send a digital gift card that lives directly on the user's Chick-fil-A app. The video below demonstrates a walk-through of the full prototype flows.
You can also click here to browse the full prototype!
Logos
Together we drafted a few options for a potential Sending Care to Others logo. We wanted the logos to be easily recognizable as a Chick-fil-A feature by incorporating the iconic Chick-fil-A script while adding our own touch of sending care.
To download a version of the logo, click the link with the corresponding file type.
Iconography
When first deciding on iconography that would best illustrate these Sending Care features, we knew we needed to create a unique visual identity — one distinctive enough to convey the novelty of this Sending Care experience, yet still immediately recognizable and cohesively integrated into the Chick-fil-A mobile app design that guests already know and love. Our product icon depicts a set of giving hands – inspired by symbols already adopted into the client’s mobile app branding – with our new addition of a heart that represents Chick-fil-A’s vision of Care.
Packaging design
After sending out a survey and receiving over 350 responses, we decided to focus on the gifting experience to attract customers to this new product. By using existing brand trust, people are more willing to pay for a personalized, unique experience.
Customers can select from a collection of special packaging designs and thoughtful Care packages for a variety of occasions. We also included matching stickers to seal the bags shut and ensure fresh, hot food.
The slogan on the inside reminds customers that Chick-fil-A is here “for the moments that matter.”
Make it special!
Finally, as a bit of added fun, we designed stickers customers can add to their care packages to make the gifts extra special. The stickers are fun and colorful while drawing on iconic Chick-fil-A memorabilia.
Download these stickers
Make something work. Then, make it work better.
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