LAUNCHING BUFFALO JILL’S

Our delicious buttermilk fried chicken started out during lockdown and has been winning fans over around East Devon ever since. Previously known as the Chicken Shack, after 4 successful years of trading we felt that it was high time that our tasty offering got its own proper identity and something much less generic. Taking inspiration from fried chicken’s original roots in the American Deep South and also the expansive landscape and pioneering spirit that came to shape the old Wild West, the job of coming up with our new brand began in late spring 2024.

First of all we needed a fresh new name - one that we could ideally trademark to protect the associated IP rights. We wanted something playful, something with personality and something that could be brought to life visually. All things that were to prove much harder than we expected! Early ideas included ‘Shaun’s Fantastic Thighs’, ‘Chicken & Keg’, ‘Rebel Chicken’, ‘Beaky Briners’, ‘Feather & Feast’…. and many, many more - we had four sides of A4 filled with ideas at one point! Every time a potential name got us excited, often a quick search online for existing companies using that name or the trademark being available quickly dashed our hopes of progress. After about 3 months of relentless brainstorming, we finally had a shortlist. Having already appointed a specialist food-focussed solicitor (a big thank you to Olivia at Stephens Scown LLP in Exeter) to help us with all the legalities, we asked them to do a preliminary search for potential obstacles, with a specific focus on obtaining the associated intellectual property rights for the new brand. After that, five names soon became one and we took the plunge!

Historically, all the promotion and artwork for Chicken Shack had been done through a very DIY approach, either by ourselves in photoshop or through finding freelancers online. Looking back, it definitely showed! With Buffalo Jill’s we wanted to elevate our new offering and create a professional brand from the start that had the potential to grow organically and support various merchandising opportunities. Inspired by the world of graphic novels and the artwork that makes them so distinctive, we set about searching for a South West based illustrator that could bring Jill to life and create a world for her to occupy and make her own.

Whilst all this was happening, work was also underway to install a new bespoke ‘chicken’ kitchen and service hatch here at the pub to help us service an ever growing demand. Once that was finished in mid September, we started to apply the new brand to signage, exterior walls, packaging and clothing. On the 19th October and with new tills programmed, a packed and hungry house met Buffalo Jill for the first time.

So far, so good, and Jill is now definitely part of the Harbour family. She’s bold, she’s a pioneer and she’s got a few wings up her sleeve! Next up is some new product photography and then a stand alone website featuring more cool, comic book inspired imagery and an e-commerce platform to sell our signature sauces, t-shirts, gift vouchers and aprons. After that, who knows, but do stay tuned…. it’s already shaping up to be quite an adventure!