台雞店 TSCC

TSCC | Taiwan Super Crispy Chicken (台雞店)

The Zi-Nan Temple (紫南宮) in Nantou is one of Taiwan's most legendary and high-traffic spiritual landmarks. To reach it, a constant stream of worshippers—traveling by private car or tour bus—must exit National Highway 3 at the Zhushan Interchange. Immediately after the first traffic light, visitors encounter a remarkable local phenomenon: a "kilometers-long corridor" dedicated entirely to Urn-Roasted Chicken restaurants (甕仔雞一條街).

In the heart of this fierce culinary battlefield, the story of this project began. Through a referral from a former client, I was introduced to the second-generation successor of TSCC (Taiwan Super Crispy Chicken). Our collaboration focused on how to honor a traditional family heritage while injecting a bold, modern identity into a competitive heritage industry.

During detailed discussions with the first and second-generation owners, the brand was already preparing for the launch of its sixth branch. While the previous five locations had undergone interior renovations to modernize spatial flow and culinary techniques, the overall brand strategy was at a crossroads. Faced with the rise of e-commerce and a shift in dining habits, we also explored the potential for ready-to-eat meal kits to expand the brand's reach.

I developed a comprehensive three-stage (short, mid, and long-term) brand roadmap. The immediate priority was establishing a cohesive Brand Identity System—covering everything from tableware and packaging to the overall brand image. The goal was to ensure that on the highly competitive "Urn-Roasted Chicken Road," this brand would lead its competitors by at least three to five years. Upon completing the initial identity phase, even with limited exposure on personal social media, we received consistent feedback from friends, relatives, and even strangers: "Out of all the shops on this road, I feel like this is the one I have to visit."

For the Lugu branch, located on a scenic mountainside, we synchronized our marketing with the then-popular "Battle Royale" gaming culture (the "Chicken Dinner" trend), which received high praise from food enthusiasts. The design incorporated practical applications of consumer psychology: in areas with high competitor density, we optimized signage orientation, visual recognition, and traffic flow based on real-world usage. In more secluded areas, the branch was positioned as a "Biker's Landmark"—a strategic destination for riders to refuel before continuing their mountain journey.