'Chicken Leg Fit' Branding for DC Shoes By Joao Neves

Chicken leg-shaped tag with 'The original Chicken Leg Fit Jeans USA' text

Chicken Leg Fit branding by Joao Neves on jeans pocket and tag

Sketches of 'Chicken Leg Fit' branding for DC Shoes by Joao Neves

Chicken Leg Fit menu branding by Joao Neves featuring DC Shoes text

'Chicken Leg Fit' branding by Joao Neves with text: New York, new fit, original denim USA made, USA

Close-up of a denim label reading 'Chicken Leg Fit' with a chicken illustration

Menu card on a diner table, titled 'DC Shoe Fried' by Joao Neves

Sketches for 'Chicken Leg Fit' branding by Joao Neves with hand-drawn text and illustrations on paper

Chicken Leg Fit branding on jeans pocket by Joao Neves

Overview

Folded and served with a side of type!

You’ve got to love a brand that doesn’t take itself too seriously and a creative who knows exactly how to run with it.

When DC Shoes launched their cheekily named Chicken Leg Fit denim line, they called in Joao Neves. The result? A tasty little typographic nod to 1950s Americana, deep-fried in charm.

Joao drew-up a full trim leather patch, pocket flasher, hangtag and promo bits. All flavoured with visual cues straight out of a retro diner or a fried chicken joint off Route 66.

It’s fun, it’s funny and it struts its design chops without ever feeling like a gimmick.

Like the best branding, it plays the joke just right, with style, substance and a small wink.