bastianuskim
MAJOR    (Design Sprint)
Branding, Visual
2025


MAJOR 
Description MAJOR is an imaginary chicken sandwich franchise that reimagines the classic chicken sandwich through bold, creative branding and storytelling.

The idea was born from my personal love for chicken sandwiches. One quiet afternoon, while eating Mom’s Touch, I caught myself thinking, “If I love this so much, why not create my own imaginary rebrand?” As I brainstormed and listened to rapper Nas, the name MAJOR came to me. It perfectly captured the energy, ambition, and flavor I wanted this project to represent—something that feels larger than life, culturally inspired, and unapologetically original.InformationDetailsTools
Illustrator ChatGPT Midjourny Runway

Role
Solo DesignerDuration
Fall 2025 | 1 week

Getting StartedBehind the Design







Orange Colorway The “J” in MAJOR transforms into the shape of a chicken—a subtle yet powerful visual metaphor that embodies the brand’s identity. This design choice turns a simple letter into a storytelling element: the chicken represents the heart of the brand, while the letterform keeps it bold and typographic. By merging typography with symbolism, the logo becomes instantly recognizable and playful without losing its sophistication.

The orange colorway was chosen because it captures the essence of heat, creativity, and appetite—three emotions deeply tied to the MAJOR brand. Orange evokes the warmth of freshly toasted buns, the crisp energy of fried chicken, and the bold confidence that defines a “major” move. Psychologically, it’s known to stimulate hunger and excitement, making it a natural fit for a chicken sandwich brand that wants to stand out from typical fast-food aesthetics. Rather than feeling cheap or overused, MAJOR’s orange is designed to feel premium and powerful, blending the fire of street culture with the sophistication of a modern culinary brand.