Piri Piri Chicken is a fast-casual food brand built around flame-grilled Afro-Portuguese inspired chicken, bold spicy piri piri flavours, and fully customisable heat levels. As the brand prepares to launch in Denmark, Webifi was brought in to create a complete digital and brand experience that captures the energy, flavour, and identity of the concept.
The objective was not just to build a website, but to shape a full brand presence across website, branding, and social media that feels vibrant, modern, and instantly recognisable.
The challenge
As a new brand entering a competitive food and takeaway market, Piri Piri Chicken needed a strong identity that could stand out quickly and clearly communicate what makes it different.
The challenge was to translate the in-store experience—flame-grilled food, bold flavours, and energetic atmosphere—into a cohesive digital presence that works across web and social channels.
Key objectives included:
- Create a strong and memorable brand identity for launch
- Design a website that reflects the energy of the food concept
- Communicate key brand values such as freshness and responsibly sourced ingredients
- Position the brand for a successful launch in Denmark
- Build a consistent experience across website and social media
Our approach
We developed a full brand experience covering identity, website design, and social media direction to ensure consistency across every touchpoint.
The visual direction focused on bold colours, high energy layouts, and a modern fast-casual feel that reflects the flame-grilled nature of the product and the spicy character of the menu.
The messaging was crafted to highlight key brand pillars such as:
- Flame-grilled Afro-Portuguese inspired chicken
- Customisable spice and heat levels
- Fresh, high-quality, and responsibly sourced ingredients
- A healthier fast-casual alternative without compromising on flavour
The website experience was designed to be direct, visually engaging, and conversion-focused, helping users quickly understand the concept and get excited about the launch.
Features & functionality
The project included a full digital and brand rollout:
- Brand identity direction and visual system
- Website design and development
- Mobile-first responsive experience
- Launch-focused landing structure
- Social media content direction and styling
- Engaging brand messaging and tone of voice
- Optimised structure for future expansion (menu, locations, ordering)
The outcome
The result is a strong and cohesive brand foundation that positions Piri Piri Chicken for a successful launch in Denmark.
With a unified identity across website and social media, the brand is able to communicate its personality clearly and stand out in a crowded food market.
The experience captures the essence of the brand—bold flavours, vibrant energy, and a modern fast-casual dining experience that feels fresh, exciting, and ready for launch.
Denmark is ready for Piri Piri Chicken.
