Richards' Southern Fried is a casual counter service restaurant serving up a new style of fried chicken in Atlanta's Krog Street Market food hall. The Richards' team wanted branding that both represented the history and roots of Southern fried chicken, while adding a modern touch to the aesthetic. The Richards' branding is heavily influenced by 1950's ephemera with an emphasis on typography that is reflective of diner culture of that era. The illustration for Richard's is a unique take on the traditional chicken restaurant iconography. The idea was to use a fox as the main icon for Ricahrds' inspired by the "fox in the hen house" saying.