Tender Crush Crispy Chicken
The team behind Black Tap approached Madonna+Child with a blank canvas – a new chicken concept with no name, no logo, and no clear direction. The idea was to capture the essence of New York City itself: a place of global flavors, high energy, and eclectic neighborhoods. The goal was to create a brand that was nostalgic and playful, rooted in New York’s five boroughs, yet ready to grow beyond them.
Services
Branding
Naming
Identity Design
Logo Design
Packaging
Apparel
Photography
Production
Social Media
The Execution
M+C developed TenderCrush as a love letter to the city’s energy: a brand that celebrates diversity and flavor through bold design and storytelling. Drawing inspiration from classic Mets colors and retro sports iconography, the visual language mixes typography styles and textures to evoke nostalgia with a modern twist. M+C carried the concept through every detail, from packaging and apparel to signage and photography, ensuring the brand’s vibrancy translates seamlessly to both the Las Vegas and SoHo locations. The result is a playful, instantly recognizable identity that feels at home in any borough, and beyond.
