Soul Bird

Fast Casual
Chicken Joint

Client

NC Partners

Services

Web Design

01 Overview

PEACE, LOVE, AND LIT CHKN

It’s Lit! Soul Bird was birthed out of the ashes of what chicken restaurants should be. The flavor lives on in their precious pollo recipes as they serve up gourmet sandwiches, wings, tenders, and salads with… you guessed it ‘chicken.’ When inventing the concept, the fact that their menu was not ‘Soul Food’ made our branding task a little more challenging. Asking ourselves what did it mean to have soul or embody soul visually. There’s a reason why you don’t see ghosts of animals on grocery store packaging or realistic photos of cows on your big macs….. Answering that question we turned to the image and concept of the flame. The internal fire that leaves you when you leave this earth, and the lip smacking heat that Soul Bird brings with their garlic buffalo sauces or Gochujang Tenders. Taking this into account and trends in the times, we embraced the flame and used the tagline ‘Lit Chicken’ or should we say ‘Lit CHKN.’ The food truly is amazing and their chicken is taking over downtown roanoke one bite at a time.

Summary

01 The Lit

Chkn Shack

With a tag line like Lit Chkn you have to bring character to the concept. Soul Bird was born out of the ashes in a tiny town of Roanoke Tx. Serving gourmet chicken sandwiches, salads, wings, and Tenders. Soul Bird makes the case for having the liveliest chicken sandwiches in Texas.

Soul Bird grew its concept to the North and Central Dallas locations before biding farewell to the Chicken Game. With rave reviews from some of the top food critics and hospitality magazines, Soul Bird made it through the toughest of times during covid and kept on swinging. The concept is now in the portfolio of brands with NC Partners.

Branding

01 Say More

With Less

Less is more when you are working within a restaurant budget. This cut-throat businesses requires you to know small business budgeting. Understanding this we incorporated cost saving marketing materials combining both the catering and main menu to a front and back rack card, optimized built in toast marketing, and were selective with display signage. Multi-tasking design and building out important key collateral helps to keep the user journey at the forefront of your marketing. The overall mix was a success, guiding Soul Bird up the Eater charts and into the mouths of hungry patrons.

Catering

01 All

Aboard

Catering is the life blood of most restaurants these days. When you need to keep the kitchen busy, third party apps and large party catering is a necessary evil when you are paying for a brick and mortar location.

Soul Bird successfully launched it catering selections in the form of retro party platters with all the Soul and Flavor you can fit on a tray. From wings, tenders, soul fry, and it’s word marked Chkuterie, Soul Trays brought the flavor to Dallas/Fort Worth.