Starbird Chicken

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.

FROM WORKSHOPS TO BRAND CREATION

Building off The Culinary Edge’s vision, we embarked on a series of workshops and strategy sessions to position Starbird within the marketplace—seeking opportunities to bring this unique vision to life. The resulting brand identity is clean and modern, setting an expectation for an experience that will not disappoint. With four California locations, and more on the way, you can expect big things from this little chick.

APP DESIGN

The drive up experience was as important to Starbird as the chicken itself (well, almost), and so we designed an app with a playful on boarding experience to encourage people to order ahead and pick up without leaving their car.

WEBSITE DESIGN

Chicken is king at Starbird, and we wanted to emphasize its proper place with heroic photography—a far cry from the saucy blasted mid air burger shots of their competition. The site design is equally clean, with minimal typography, bold use of color and lots of white space so you can really get a sense of what you are ordering.

PACKAGING AND ENVIRONMENTAL GRAPHICS

The packaging is bold and unapologetic. We use the icon to unify the system—a rallying cry to give roots to this brand. To better highlight the incredible ingredients, we designed a neon mural for the customers to interact with as they wait to order.

MENUS AND ADVERTISING

The digital and printed menus follow the graphic language of the website, app, and the rest of the system. Seasonal campaigns advertising new creations adorn the windows and in marketing.

STARBIRD WINGS

With the success of the brick and mortar stores, Starbird expanded its offering to a delivery only wings service. We expanded the brand while keeping true to its original graphic style, emphasizing speed and well, wings.

Project Information

Along with the brand identity, we have worked from the beginning with The Culinary Edge on 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 (there’s even a Starbird in Levi’s Stadium!).

SERVICES

Brand Strategy & Positioning, Brand Identity, Packaging, Signage, Environmental Graphics, Website, App Design, Direction Setting, Tone of Voice, Messaging, Uniforms, Digital Menu Boards, Print Collateral Website

CREDITS

Architecture: Zero Ten Design
Food Photography: Scott Peterson
Lifestyle Photography: Cynthia Linh
Website development: Bryant Chou

CLIENT

The Culinary Edge, San Francisco, CA

PUBLICATIONS & AWARDS

Identity Designed
Communication Arts Exhibit
Retail Design Blog

AMERICAN GIANT

Creating an iconic American apparel brand from the ground up.

TIMBUK2

A new logo and visual identity for the original messenger bag.

CASSIA

Celebrating the fresh, vibrant flavors of Southeast Asia.

WANT TO WORK WITH US?

The difference between working with just anyone and finding the perfect partner comes down to two vital things: experience & proficiency. Trust us—we’ve done this before.

We’d love to hear from you!