Modern Heritage, Served Daily

Chicken Ka Kee is a modern casual dining concept by the second generation of Boon Tong Kee, one of Singapore’s most recognisable chicken rice brands. While the parent brand built its reputation in hawker stalls and neighbourhood restaurants, Chicken Ka Kee was created to reimagine chicken rice for a new generation of diners in malls, overseas markets, and through franchising.

Bravo was engaged to define the brand from the ground up. The goal was not to modernise for the sake of it, but to position chicken rice as both familiar and future-ready, something worthy of daily craving and international recognition. The challenge was to introduce a culturally rich heritage dish into a commercial, scalable format without losing what makes it beloved. The solution was a strategy of forward-thinking preservation, carrying the essence of chicken rice into new contexts while respecting its emotional role in Singaporean life.

We anchored the brand in four core values: quality, kampung spirit, boldness, and national pride. These were practical principles that informed everything from menu development to service training, acting as a filter for how the brand should show up in every market.

The identity was designed for clarity and consistency. It helps customers recognise the brand instantly and gives franchisees a system that adapts across locations while staying true to its origin. Messaging reinforces the everyday appeal: good, comforting food you can return to again and again.

The phrase “Chicken Rice Everyday” became more than a tagline; it became a business objective. Every touchpoint, from the name to the menu to in-store signage, was created to build trust and loyalty over time.

Chicken Ka Kee does not reinvent chicken rice. It reframes how people relate to it. With a clear strategy, deliberate design choices, and systems built for growth, it positions itself as the next evolution of a national staple, ready to scale and be loved by all generations.