Hatch & Wolf

A standard chicken shop with a difference

The owner and chef is a top notch culinary expert having worked in Deanes for several years. The food is to be simple to meet margins but uses the finest ingredients and is very well balanced in flavour and texture. Even the batter is specially made to meet these requirements.

Brash and bold, celebrating the local community

My client Thomas came to me with a vision of a bold chicken shop that reflected confidence in the quality of cuisine and flavour. He had a great connection to the community of East Belfast and wanted the shop to be proud of this connection and the city of Belfast as a whole.

Authentic Chicken - Fierce Flavour

This brand was formed from the use of a mood board which blended

a lot of the researched elements together into one, and is a rather unique solution that might not have been achieved otherwise. The elements were 1. authentic chicken: culinary experiences that are creative by nature. (later this was chosen to be represented by ‘hatch’ which payed tribute to both the creative hatching of ideas and the use of chicken, the shop being like a hatch was a bonus) 2. A city wolf, symbolic of the customer, as representing the working population of Belfast having to use wile to survive in an urban jungle. Bringing a bold attitude to the brand which links to the flavour by use of wolf terminology, fierce (flavour), alpha (burger), (sweet) tooth, etc. Lastly a carnivore to chicken, normally a fox, but in this case a wolf worked. 3. Harland and Wolff, the iconic symbol of Belfast, this influenced the industrial typefaces, the bold yellow and black colours and the H&W mark. Altogether they formed ‘Hatch & Wolf, authentic chicken - fierce flavour’ a bold, culinary creative, outspoken brand proud of its city heritage.