Cluckies

Cluckies is a chicken puff snack brand made with real chicken. It comes in three flavors: Lemon Pepper Zest, Smoky BBQ Char, and Original Salty Lemon. The puffs are baked, not fried.

The core idea was simple: not everyone wants a protein bar. Many people want the benefits of protein, but in a format that fits real-life, enjoyable moments. Watching a match, hanging out with friends, or casually snacking does not pair naturally with holding a protein bar. That experience feels forced and unrealistic.

Cluckies reframes protein as something you enjoy eating, not something you tolerate for nutrition. It delivers protein in a familiar, social, and enjoyable format: puffs.

Naming

Chicken is the hero ingredient of the brand.

The name we gave, Cluckies is derived from the sound chicken makes, “cluck,” and turned into a playful, direct, and descriptive brand name. It immediately signals the source of the product without being abstract or vague.

Logo

The logo is built around a simple visual idea.

The letter “e” in Cluckies is designed as a chicken itself. The counter of the “e” becomes the eyes of the hen, and the comb sits on top of the letter.

The result is a minimal yet symbolic mark that works both as a wordmark and as a standalone icon. This makes it highly functional for social media avatars, favicons, and small digital applications.

Packaging Design

The packaging balances wellness category cues with a fun, confident personality.

Most clean and wellness brands rely on light background colors to communicate purity and health. Cluckies adopts this visual cue to establish trust, but intentionally disrupts it with indulgent imagery, bold colors, and expressive layouts.

The product name “Chicken Puffs” is set in large, bold, and fun typography to remove any ambiguity about what the product is. The diagonal placement and subtle drop shadow introduce a slight nostalgic feel, giving the packaging a distinct and memorable character while still feeling contemporary.

Photography Direction

The photography intentionally avoids using humans. Instead, it uses hens and hen feathers as recurring visual elements.

This serves two purposes:

• It clearly reinforces that the product is chicken-based.

• It differentiates the brand from typical protein and wellness marketing.

The hen’s face is deliberately hidden in most visuals. This choice ensures that the product remains the primary focal point, while the chicken acts as a secondary storytelling device rather than a mascot. The result is imagery that is playful and witty, but still product-first and commercially focused.