Froo is a newcomer in fast food, and as such, attracting customers is top priority. Right now in the local food scene, chicken sandwich options are abysmal—it's kind of the "there if you want it" thing on the menu. Froo wants to fill that gap by offering delicious, quality food that fits the hungry public's budget. The main challenge is convincing people to give Froo a try. For this, the brand aims to introduce it as fun and familiar. You'll find big typefaces, bold colors, and an interplay of wacky visual touches. Yet there's a certain degree of sophistication here, albeit calculatedly dialed down so as not to seem too fancy. Froo is just the right amount of playful and elevated.