Minnie Bird
Fried chicken and free ice cream? It writes itself. But I also helped a little too.
In partnership with JK Design Co, we created a brand identity, brand voice and creative deck for the launch of the Minnie Bird brand and their first-ever restaurant in Schaumburg, IL.
Hungry yet?
Warm with a wink
Inspired by a charismatic, adventurous, one-of-a-kind woman named Minnie, the Minnie Bird brand should feel warm, inviting and inclusive — with an unexpected edge of playfulness.
Just as Minnie always had a twinkle in her eye, we want the brand to have a twinkle in its eye as well. When greeted with messaging like “One from the coop, Plus a scoop” and “Why did the chicken cross the road? To get his free ice cream,” we invite you to experience some warm-hearted playfulness that we know Minnie would have loved.
THE VOICE
SMART
•
PLAYFUL
•
FAMILIAR
•
CLEVER
•
RELATABLE
SMART • PLAYFUL • FAMILIAR • CLEVER • RELATABLE
Nostalgia is important to us and is an integral part of both our visuals and our voice. The brand began with a rich family history and those ties to the past are present in everything we do, from our messaging (“Minnie Knows Best” or “A Minnie Bird told me…” ) to our throwback illustration style.
That’s not to say we’re old-fashioned – or old anything; we like to add a modern twist at every turn. It’s this balance of old and new, traditional and modern, nostalgia and current, that makes Minnie Bird unique. Similar to the concept of fried chicken and free ice cream, it’s a perfect blend of the expected and unexpected.
And because the brand was inspired by someone special in our family, we want you to leave Minnie Bird feeling like you’re part of the family as well. The expression “Warm hugs, hot chicken” says it best. It’s not just about the food, it’s a sense of family, friends and familiarity – with a twist of never-been-done-before newness. We want you to leave Minnie Bird not just with a full belly but with a smile on your face.
