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. Where 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—within malls, across borders, and through franchising.

Bravo was brought on to define the brand from the ground up. The task was not to modernise for the sake of it, but to reposition chicken rice as something that could feel both familiar and future-forward—something worthy of daily craving and international recognition.

From the beginning, the business challenge was clear: how do you introduce a culturally rich, heritage dish into a more commercial, scalable format without diluting what makes it beloved? The answer was a strategy of forward-thinking preservation. This became the foundation of the brand—a commitment to carrying the essence of chicken rice into new contexts while respecting the emotional role it plays in Singaporean life.

Every part of the brand was built to support that idea. Strategically, we anchored the brand in four core values—quality, kampung spirit, boldness, and national pride. These weren’t abstract ideals, but operating principles. They informed decisions from menu development to service training, and became a filter for how the brand should show up in every market.

The identity was designed not as decoration, but as a tool for clarity and consistency. It helps customers recognise the brand instantly, and gives franchisees a system that can adapt across locations while staying true to its origin. Messaging reinforces the everydayness of the experience: it’s not about special occasions, but about something good and comforting you can return to, again and again.

The phrase “Chicken Rice Everyday” became more than a tagline—it became a business objective. The brand invites repeat visits by creating an experience that balances emotional warmth with operational consistency. From the name to the menu to the in-store signage, the design works in service of building trust and loyalty over time.

What makes Chicken Ka Kee distinctive is not that it reinvents chicken rice—it’s that it reframes how we relate to it. Through a clear brand strategy, deliberate design choices, and systems built for growth, Chicken Ka Kee positions itself not as a trendy spin-off, but as the next evolution of a national staple. Ready to scale. Ready to be loved by all generations.