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.