MIGHTYBIRD
Brand concept and guidelines for an elevated fast-casual chicken concept.
- Role
- Senior Designer, Rodmell & Company
- Client
- Eat Up Canada
- Completed
- 2023
- Team
- Creative Director: Mike Woodgate, Marcus Nilsson / Copywriter: Francois Baillargeon / Designer: Corinne Su / Account Team: Cristina Docanto, Roman Lehecka
- Scope
- Brand Identity, Environmental Design, Print Production, Retail Graphics, Character Design, Brand Guidelines
- My Contribution
- Led the visual identity development from concept through execution, creating the character design system, graphic language, brand guidelines, and production-ready assets for the restaurant environment.
Project gallery
MIGHTYBIRD visuals, applications, and production details.
Overview
MightyBird is an elevated fast-casual chicken concept created to bring chef-developed, craveable food into a highly competitive restaurant category.
The business needed more than a good-looking identity. It needed a distinctive brand platform that could create immediate recognition, support franchise growth, and translate into a memorable in-store experience.
The challenge was to develop a brand that felt bold, energetic, and approachable while giving the restaurant enough personality to stand apart from other chicken and fast-casual competitors.
Direction & Approach
The creative direction focused on building a confident, character-led identity system with enough personality to carry the brand across signage, packaging, restaurant graphics, and promotional touchpoints.
The visual language was designed to feel loud, direct, and memorable, matching the energy of the brand name while supporting an elevated but accessible fast-casual experience.
System Thinking
A bold wordmark, vivid colour palette, expressive character design, and supporting graphic elements were developed to create a brand system that felt flexible, ownable, and easy to recognize in a retail environment.
The identity was built as a scalable system, not just a logo. Each element needed to work across storefront graphics, interior applications, packaging, signage, menus, and brand guidelines.
Outcome
The final brand identity gave MightyBird a bold and recognizable presence within the fast-casual restaurant market.
The result was a distinctive identity system that could scale across in-store, packaging, and promotional applications while maintaining consistency and personality.
