At Chester’s Chicken, things can get a bit messy. Guests might hear oil splattering. Flour might be on an employee’s apron. But that mess is a cue of freshness to the guest, VP of Marketing William Culpepper says.

And it’s a differentiator Chester’s plans to build on with its new redesign debuting this month.

“We wanted to lean into the fact that we are hand breading and frying fresh chicken in our stores every day, which we think is a major point of differentiation,” Culpepper says. “It’s going to be a little bit messy, but it will also be delicious.”

The redesign reflects changing times with a red, white, blue, and yellow color palette, updated menu boards, and modern architectural and interior brand elements. Chester’s brought the updates to life with the help of brand experience and architecture firm Nelson Worldwide, which has also completed work for Google, Yum! Brands, Disney, and Target. Read more here.