The mark uses K combined with the footprint of the chicken to symbolize the meaning of expedition. The font part uses the font style of Korean retro advertisements, which is designed to imitate the Korean text, and has the visual image of the shouting slogan, which expresses the image of the warrior's righteous ardor. The auxiliary graphics use Korean warrior expedition ideas, and are designed with the elements such as the battle flags, ancient maps, and chicken warriors, bringing in the different flavors, making the brand's main axis more complete.

Zi Huai Shen, Creative Director of SUMP DESIGN. His professional fields of design include brand, packaging design and graphic design. He designs various design projects for customers from each and all sections. He has many of his works are included in many design book series such as Excellent Packaging, BranD Issue 23, TOP GRAPHIC DESIGN, 2013-Outstanding Chinese Character Design Works Invitaion Exhibition, and Asia-Pacific Design No. 9 & No.11.

Central Kitchen specialise in the creation and delivery of unique restaurant brands for the ‘delivery only’ market. It operate these brands out of 4 bespoke retail premises in Brussels and Central Kitchen deliver our food through partners such as Deliveroo and Uber Eats. Central Kitchen is the market leader in Belgium and they objective is to expand internationally by operating a licensing, franchise model.