Lucky Chicken is the crispy fried chicken category's bad boy. The angry chicken character lead the brand's visual identity and creates strong, rough style. Fried chicken is an American soul food, and lucky chicken is a brand with true soul. It brings a storyline, written in American down town neighborhoods, mixed with Mexican characters and a patronizing London style. It all comes together in the brand identity illustrations, creative language and design that made an impact: Lucky chicken is the most spoken. famous crispy chicken concept in Israel, winning every possible award.