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YAY FRY-DAY was born to serve the most crunchy, succulent, luscious, and tender fried chicken meals with mesmerizing flavors, all delivered to your doorstep. The brand's uniqueness lies in its singular focus: it’s all about fried chicken. Doing one thing exceptionally well means working with high-quality ingredients, perfecting the product, and creating signature meals that elevate delivered fried chicken to new heights.
BRAND STRATEGY
VISUAL IDENTITY
PACKAGING
In 2023, with the success of Burgerme paving the way, YAY FRY-DAY set its sights on revolutionizing the fried chicken delivery market in The Netherlands. Launching across 30 stores, the brand aimed to deliver a superior experience with every bite of its crunchy, succulent chicken meals. Approaching our studio for a complete brand identity overhaul, YAY FRY-DAY sought a strategy and visual identity that would resonate deeply with their commitment to quality and customer satisfaction. Our challenge was to create a cohesive brand narrative and distinctive packaging that not only captured their essence but also set them apart in the competitive fast-food landscape.
Our collaboration with YAY FRY-DAY began with a focus on uncovering their passion for delivering exceptional fried chicken experiences. Through intensive strategy workshops, we explored their core values and aspirations. Our goal was clear: to position YAY FRY-DAY as more than just a food provider, but as a purveyor of joyous, warm, and affordable moments. Inspired by the Golden Circle framework, we defined their 'Why'—the fundamental purpose behind YAY FRY-DAY: to offer relaxation and enjoyment through delicious, high-quality fried chicken meals. This core belief guided every decision, ensuring the brand resonated authentically with its audience. The result? YAY FRY-DAY emerged as more than just a fast-food option—it became a beloved destination where customers find quick service intertwined with the warmth and comfort of home-cooked meals.
"Machfive was an absolute pleasure to work with. They delivered a very creative and perfectly aligned brand from scratch for our new virtual food delivery service. The whole project was very structured, goal oriented and on time. I gladly work with them again." - Manfred "Luigi" Lugmayr CMO burgerme GmbH
BRAND STRATEGY
VISUAL IDENTITY
PACKAGING
In 2023, with the success of Burgerme paving the way, YAY FRY-DAY set its sights on revolutionizing the fried chicken delivery market in The Netherlands. Launching across 30 stores, the brand aimed to deliver a superior experience with every bite of its crunchy, succulent chicken meals. Approaching our studio for a complete brand identity overhaul, YAY FRY-DAY sought a strategy and visual identity that would resonate deeply with their commitment to quality and customer satisfaction. Our challenge was to create a cohesive brand narrative and distinctive packaging that not only captured their essence but also set them apart in the competitive fast-food landscape.
