Convey at a glance that these chickens are not the ordinary ones you're used to.
Services
/strategy
/purpose
/rebranding
/web design
/brand activation
the quest
The client had left behind a previous career to introduce a premium category of roasted chickens to Spain, distinguished by superior quality and traditional preparation methods. The plan: open a pilot shop in Malasaña, Madrid’s trendiest and most competitive neighborhood, with the goal of eventually expanding into a franchise. At this stage, there was no established brand, not even a name—just a time-honored roasting technique and free-range chickens sourced from the French region of Landes.
the revealed
truth
/strategy
Chicken, within the restaurant industry, is generally treated as "cheap food" or even "fast food," with few exceptions for specific breeds and farming methods in high-end dining. There’s nothing exceptional about eating chicken, especially when considering the typical "takeaway rotisserie." It's the meal you buy when no one feels like cooking or there's simply no time. The level of development of competing brands and their communications only further solidified this perception. We had to radically change those mindsets.
/purpose
At that time, the world was beginning to wake up to animal welfare, largely through the categorization of eggs in supermarkets. Consumers learned that hens could live in poor conditions or be what came to be known as "happy hens." Public awareness was growing, and Le Gallinero arrived with a product of noticeably superior quality, offering additional reasons to choose it: the chickens lived freely in a completely natural environment. Two compelling reasons why it was worth spending a few extra euros.
the BRAVE Brand
Jabo, the main entrepreneurs behind the business idea, went "all in" with this venture. They left their conventional office jobs to fully commit to a business they believed in wholeheartedly. Brave, without a doubt.
Brand Identity
BRAVE had plenty of unique elements to start building the brand, and setting it apart from similar products. A gourmet concept directly tied to France and the authentic roots of chickens raised and cooked the traditional way, with maximum care and attention to detail. Additionally, the choice of location for the first shop was no accident: Malasaña. A neighborhood of trendsetters, conscious consumers with high purchasing power, which would not only support the product’s introduction but also add new meaning to the brand.
Naming
The business model was set, the pilot shop rented, and both national and international suppliers secured. However, the concept still lacked a name. It was essential to create a standout name that highlighted the key differences: chickens raised freely in France, traditionally fed, and slowly roasted in the authentic Landes style using a special oven in Spain. Mixing languages could be crucial to reveal the product’s uniqueness. The result? A guaranteed gourmet experience. This concept was transformed into: LE GALLINERO(*) | Free range art to go.
(*) Chicken coop in Spanish
Behind the logo
A brushstroke, the suggested silhouette of a proud chicken, with a hint of the Picassian. A brand identity crafted with utmost care to elevate the product to the level of art, just as its tagline promises. A brand concept designed to infuse every piece of communication, every photo taken, and even the product's presentation in the store with a sense of distinction.
Web design
Like an exhibition where product images are carefully curated and displayed, the website invites users to discover and enjoy the nuances of "free-range art." It challenges the senses with a clear goal: to encourage product trials and go beyond the featured chicken, promoting cross-selling of the variety of dishes that accompany it. The place to enjoy these carefully selected pieces beyond the digital realm? The store, of course.
Activation campaigns
There are many occasions when buying a roast chicken saves the day’s menu. Having an extraordinary quality chicken multiplies those occasions. Whether for Spanish or French residents, traditionalists wanting to ease Mother’s Day cooking, or tourists visiting to enjoy the Gay Pride Parade, a premium roast chicken is the perfect solution.
The results
✦
A 5 out of 5 in customer ratings.
✦
“Le Gallinero” has become a must-visit in an extraordinarily competitive neighborhood.
✦
Exceptionally high redemption rates in promotions.
✦
And many, many chickens living happily in freedom, thanks to consumer support.