Nourish Your Adventures

Fields Good Chicken is a fast casual restaurant serving the most delicious grilled and roasted chicken to Nourish your Adventures. 

Founder Field Failing came to us with a concept for a better way to prepare and serve chicken to a fast casual audience after struggling to find healthy food on the road, during his professional biking career. We collaborated with Field and his team to create an extensible brand and product experience rooted in wholesome ingredients and an active lifestyle.

We have since helped Field and his partners grow to multiple New York locations. In the process, Field’s has become a favorite lunchtime choice for working professionals and a successful business with compelling unit economics.


Strategy, Identity, Collateral, Retail Design, Packaging, Website, Communications

Field’s culinary excellence was beyond anything offered in the fast casual market at the time. Working with photographer Marju Randmer-Nellis, we showcased this quality with naturally lit food photography to elevate the ingredients, preparation, and chicken.

Designed to inspire journeys beyond lunch at their desk, FGC’s packaging leverages a vibrant adventurous palette and repeats the line ‘Nourish Your Adventures.’ Every piece of packaging is made of recyclable or compostable materials.


FGC’s retail presence aims to inspire adventure in active, healthy, and aspirational customers, with raw wood materials, brushed concrete floors, approachable yet elevated furniture and an iconic FGC bike in each location.


Strategy, Identity, Collateral, Retail Design, Packaging, Website, Communications


Gardie Ashforth, Strategy / Copy
John Eric Oberbeck, Strategy / Web Design
Jonathan Sandridge, Design
Whitney Clark, Creative Director


Field Failing, Founder / Chef
Andy Stern, CEO of Aurify Brands
Jason Anello, Director of Marketing


Marju Randmer-Nellis, Photography