Free Bird brand identity.
Freebird is the latest restaurant concept within the Real Foods portfolio with the sole purpose of creating the freshest, best-tasting, most ethically sourced farm-to-fork crispy chicken available anywhere. With every single ingredient painstakingly sourced for optimum transparency and best-in-practice ethics, free from routine antibiotics, growth hormones, additives or colourants. The task was to create a brand to reflect these values from the ground up.
The name Freebird -in deference to Lynyrd Skynyrd’s epic, lighter-in-the-air slow burn anthem - led to the idea of “Laid back activism” which became the basis for the Brand Story: A brand vegetarians’ non-vegetarian partners could let them enjoy guilt-free.
Our demographic are not hardline activists but care immensely about where the food they eat comes from.
The visual aesthetic and copy portrayed a modern, youthful irreverence for convention and used a cut and paste style to launch the brand in motion on social media and through other touch points.
