Southern Classic Chicken

This project showcases a conceptual rebranding prototype for Southern Classic Chicken, designed by Robb McKerrow of R*Development. JTC Architecture's role was to develop a series of high-quality architectural renderings and visual illustrations that bring the new brand identity and prototype vision to life.

The updated design presents a bold, modernized interpretation of the Southern Classic Chicken identity — featuring a strong corner presence, layered canopy elements, contemporary screening systems, and a refreshed material palette that reinforces both visibility and brand recognition.

The elevated signage structure, warm accent tones, and clean architectural lines create a memorable roadside statement while maintaining operational efficiency at the ground level. Through detailed 3D modeling, lighting studies, and contextual landscaping, these renderings were crafted to communicate the experiential quality of the space.

This project highlights the power of visualization in communicating brand evolution and architectural intent — translating design concepts into compelling imagery that stakeholders can clearly understand and rally behind.