Fresh From The Field: Ingham’s Buttermilk Fixx – By Onfire Design
Things got a little crunchy when Onfire Design turned up the heat for Ingham’s latest fakeaway contender.
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The brief
Ingham’s is a well-established retail brand, bringing quality chicken products to feed the whole family. But they lacked an offering in the ‘fakeaway’ category – dominated by a single brand, this was an opportunity to deliver a brand that was all about craveability. With Buttermilk Crunch Chicken, the goal was to bring the addictive satisfaction of a fried chicken takeaway, home. It celebrates obsession, attitude, and the joy of the crunch.
The design response
Built around a punkish creative idea, “Obsessive about the crunch”, the design rejects the sterile category norms of “a family favourite food.” Instead, it embraces grit, crunchy texture, and personality, it’s chicken with swagger.
The visual identity draws from street posters, indie-band flyers, and takeaway culture. Oversized, scissor-cut food photography dominates the front of the pack – saucy, dripping and stacked high. Grungy, paste-up typography clashes with handwritten scrawls, giving the range a raw, lo-fi authenticity. Distressed textures, flame motifs and photocopy paper tones add energy and imperfection.
Colour palettes are vivid reds and yellows signalling heat and flavour. The spicy variant dials everything up – bolder graphics, a flame pattern and attitude to match. Back-of-pack storytelling leans into fanatical devotion: tasting notes, crunch rituals and tongue-in-cheek commentary that celebrate the cult of good chicken. Tone of voice is irreverent and self-aware, channelling the energy of fast food but with a wry nod to music culture.
Ingham’s Buttermilk chicken is a cult contender that crunches louder than the competition.
The design team
https://www.weareonfire.co.nz/
Instagram: @onfiredesign
Facebook: https://www.facebook.com/onfiredesign
Linkedin: https://www.linkedin.com/company/onfire-design/
The client team
Ingham’s
https://inghams.co.nz/
