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Lee's Famous Recipe Chicken's old branding on the left and the updated version on the right.

Lee’s Famous Recipe Chicken unveils rebranding

Florida-based chicken brand offers new look on digital as well as in signage, uniforms, and packaging

Lee's Famous Recipe Chicken is rebranding with a new logo that appears on its smartphone app, website and social media and will be incorporated on store signage, uniforms and packaging, the company said Monday.

The Shalimar, Fla.-based quick-service company said the new branding retains the 55-year-old brand’s heritage with familiar red and yellow colors. 

“We wanted to give Lee’s a fresh update without losing our well-loved identity,” said Ryan Weaver, Lee’s CEO, in a statement. “Our new look reassures customers that they can always count on Lee’s to provide delicious food and friendly faces in a comfortable and familiar setting.”

The branding project was led by the Westerville, Ohio-based Chute Gerdeman firm, which has worked with Krispy Kreme, Starbucks and other brands.

“We are excited at how this work strikes a balance of being bold and modern while not straying too far from Lee’s history,” said Dan Sokolik, Lee’s vice president of marketing. “It was important for us to keep elements like our recognizable brand colors and the focus on our Famous Recipe.”

Lee’s Famous Recipe has more than 130 locations in 12 U.S. states and Canada.

Parent Famous Recipe Group LLC sold in 2021 to a subsidiary of Artemis Lane Partners.

Contact Ron Ruggless at [email protected]

Follow him on X: @RonRuggless

TAGS: Marketing
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