In 2015, Chick-fil-A hired our studio to help subtly reinforce their brand promise, “Where Good Meets Gracious,” inside their dining rooms. CFA had traditionally used the walls of their dining rooms for promotional and informational purposes.
They envisioned telling stories through photographs about their process, culture, partners, and tribe. Instead of a photo of a glass of lemonade, we would show the lemon farm, the farmers, and how each glass of hand squeezed goodness is made.
In order for a CFA guest to feel at home while eating, the images needed to be both simple and natural. The stories would be told in black and white, a bold yet thoughtful move for their brand. Black and white imagery carries with it a nostalgic and familiar quality, evoking comfort and trust - all qualities that CFA imbues.
Our team traveled all over the country capturing stories about foster care, Little League baseball, camp-outs, nursing homes, chefs, and farmers. The stories were documented as a narrative: no portraiture or posing. The image panels, with minimal copy, invite guests to view the full stories on their relaunched website.
This project is a testament to CFA’s commitment to their tribe. This subtle campaign also reveals the priority to make guests feel at home while in their restaurants. What an honor it was for our studio to work on such an inspiring project.