Hey! What?, the Bristol-based marketing and communications agency renowned for its bold creative work, we’re appointed by Miss Millie’s Fried Chicken to create a new brand and positioning.

Known for their flair in disruptive branding and storytelling, brand and creative agency Hey! What? have collaborated with the much-loved South West fried chicken chain to elevate its profile as the brand continues its national expansion.

This partnership marks a major milestone for Miss Millie’s, which has been serving customers for over 30 years and is in the midst of a revitalised growth strategy. Hey! What? has developed a comprehensive brand and campaign that celebrates Miss Millie’s roots while embracing the brand’s modern vision.

Hey! What? delved deep into Miss Millie’s archives to rediscover the brand’s original identity, which prominently featured the Mildred mascot (inspired by Colonel Sanders’ daughter). Recognising that the mascot no longer felt contemporary, the team made the bold decision to retire it, instead focusing their creative energy on crafting a hand-drawn, timeless typographic marque.

Alongside the identity, they have developed a comprehensive design system and more youthful tone of voice which positions Miss Millie’s alongside the more on-trend high street chicken brands in the market.

Read the full case study to get an overview of the full suite of work and the branding process from start to finish.

About Hey! What?

TURN IT UP. PLAY IT LOUD. Playing it safe is not what we do. We work with brands who thrive on doing it differently and want to stand out amongst the ever increasing wall of noise.