Starbird Chicken Identity
America has a long-standing love affair with our fast food. Channeling the joy and nostalgia of a bygone era, Starbird is reinventing both fried chicken and the modern dining experience.
The Culinary Edge, a San Francisco based food strategy firm, approached Strohl in 2015 with a new concept for a fried chicken chain restaurant where the food is both healthier and sustainably raised (not to mention super tasty). Building off their initial vision, we embarked on a series of workshops and strategy sessions to position them within the marketplace— seeking opportunities to bring this unique vision to life.
The resulting brand identity straddles a fine line between a clean, modern aesthetic and a fun, approachable experience. We covered multiple touch points from strategy, brand identity creation, mobile design, online and in-restaurant ordering, signage and environmental graphics, packaging, uniforms, various collateral, menus, as well as continued support on all new locations and their continued expansion. With a first location now open in Sunnyvale, California and three more on the way in the coming year, you can expect big things from this little chick.
The Starbird brand identity was created with the intention of cutting through the visual clutter found in the world of traditional fast food. The resulting mark communicates a bold freshness, combining the simplest forms of a chicken and egg (the latter as a nod to their breakfast offerings). Accompanying typography is clean and direct, matching the optical weight of the mark, while still having enough character to be distinct on its own.