Chucks Chicken: Art Direction & Webflow for a UK Retail Brand
Chucks is a fried chicken brand from Fullers Foods, sold in major UK supermarkets including ASDA and Morrisons. Working within tda! creative agency, I led the website independently - concept, art direction, and the animated header, designed in Figma with an animator on key motion moments. I then built the site in Webflow, including a large number of custom sections. The result handles real content depth: recipes, products, ingredient information, across desktop and mobile.
LIVE SITE
Client
Chucks Chicken
DELIVERABLES
Website
Year
2026
Role
ART DIRECTOR, DESIGNER, DEVELOPER
ART DIRECTION & CONCEPT
Chucks needed a website that matched the energy of a brand sitting on supermarket shelves next to national competitors - bold, fun, and instantly recognisable, while still functioning as a real retail site with product detail, ingredients, and recipes. I led the concept independently, starting with how to translate Chucks' packaging energy into a digital-first identity for the homepage. The header centres on an animated "chicken explosion" — pieces of fried chicken breaking apart and reassembling — setting the tone for a site that feels playful rather than corporate. I worked with an animator to bring this and other key motion moments to life, then designed the full UX/UI in Figma.
BUILD
I built the site in Webflow, including a large number of custom sections beyond standard templates — needed to support the brand's distinctive layouts, from the product call-outs to the recipe pages. This kept the design flexible without compromising on the more unconventional, illustration-led moments throughout the site.