Birdy’s
Cluckin’ Good!

Some brands follow the rules. Birdy’s dunks them in hot sauce.

Built for a new generation of Qatari entrepreneurs, Birdy’s isn’t just about hot chicken—it’s about attitude. It’s the bold confidence of young founders breaking into the market, the energy of something fresh, loud, and unmissable. This wasn’t about fitting in. It was about creating a brand that stands apart, owning its space with fun, rebellion, and a distinct visual punch.

The challenge? Breaking away from the expected. Fast food branding follows familiar formulas—safe colors, familiar typography, predictable mascots. But Birdy’s had to feel different. It had to look and sound like a movement, not a menu item.

The solution came in a riot of color and personality. Purple Bird and Cheddar Orange—a contrast designed to grab attention and refuse to let go. A custom character system that does more than decorate; it speaks. Expressive, confident, unapologetic—every chicken icon is more than a mascot, it’s a statement. A design language that moves between high-energy graphics and sharp digital interactions, making Birdy’s instantly recognizable across every touchpoint.

Typography had to be as loud as the flavors. Schibsted Grotesk, exaggerated and playful, gives the brand its punch—whether in bold headlines or mischievous one-liners. Messaging is short, sharp, and full of wit. No explanations. No over-promises. Just fun, fearless confidence.

From the heat spectrum of sauce labels to the character-driven packaging, every element was designed to build connection. The bags, the boxes, the cups—each one an extension of the brand’s personality, turning everyday items into collectibles. This isn’t just about selling food. It’s about creating a brand people want to wear, share, and talk about.

It took a team of minds as bold as the brand to bring Birdy’s to life.From designers to strategists, illustrators to writers—every detail was shaped with intent, energy, and creativity.

And in the end? It turned out just Cluckin’ Good!