Hubchik

In Uzbekistan, fast-food spots often look the same: many copy Western chains, especially chicken restaurants. But in our culture, food isn’t just about grabbing a quick bite - it’s about coming together.

Проблема

Typical brands don’t spark emotions or draw people in. Young people needed a brand that felt familiar and reflected a tradition of sharing meals together .

Решение

 Here’s the insight - in every group of friends there’s a “hub” - the one who brings everyone together. Hubchik became that brand. The name merges “hub” - a meeting place - with “chik” from chicken. The brand identity and mascot bring this idea to life: a friend everyone gathers around. Hubchik is bold, friendly, and recognizable.

Результаты

 The brand stood out in its category thanks to its boldness and originality. You can’t miss it on the streets, and on social media, people are sharing photos and stories.The brand has moved beyond cafés to become part of its audience’s lifestyle.