Fiery brand transformation for American-style burger restaurant
Firebyrd is a popular burger restaurant serving Nashville-style hot chicken along with a range of hot sauces from North America. The restaurant brings authentic American hot chicken to Ireland and required a distinctive and modern brand to represent that!
The Brief
Madcraft was approached by Firebyrd to expand and improve their existing brand work, which was limited to a logo. They wanted to represent their American-style food offering through the brand, and needed a graphic language and brand guide that would ensure their brand was applied consistently applied across digital and offline branded materials, including a website.
How Madcraft helped
To begin the brand transformation, we hosted a business engagement workshop with Firebyrd’s key stakeholders to identify their business goals, brand values, and long-term ambition. Following this, our brand design team undertook a competitor analysis and discovered where opportunities for differentiation existed in the marketplace. The workshop and research findings serve as a guide for the brand design process, which is a narrative-led and thoughtful process that takes into account the brand’s pillars and values.
We then updated the existing Firebyrd logomark with a new descriptor and enhanced the graphics through textures and adjusted colours. Using this as a foundation, our brand team expanded the color palette and designed a graphic language of patterns, forms and illustrations to enhance the visual appeal of the brand and align with its bold offering. The brand utilizes a lot of texture, Nashville-inspired illustration, and colors inspired by the spiciness of their food and hot sauce to effectively represent and enhance the brand and in the on-location experience.
The outcome
Working closely with Firebryd, we established a brand identity, supported by an in-depth Corporate Identity Guide to ensure consistency. This included a suite of brand logos, patterns, and illustrations.
We applied the new brand to a new website and updated existing online and offline promotional and marketing materials, including their on-location menu, for a comprehensive and successful brand launch.
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