Definitely not from Kentucky. Trillium Development had a restaurant concept ready for opening…but missing a brand and identity. The fried chicken delivery concept was going to be launched in Ghana, a country where fish is the daily staple and chicken is enjoyed on special occasions. Our challenge was to come up with a name that can be franchised across the West African coast. We dived into research from an anthropological perspective to understand our consumer. The insights discovered revealed key points about their dialect and colloquial language, the cultural meaning of certain colors, and aspects of visual clarity that increase recognition.