Madcraft began Firebyrd’s brand transformation by hosting a business engagement workshop with the restaurant’s key stakeholders. This workshop aimed to identify Firebyrd’s business goals, brand values, and long-term ambitions. Following the workshop, the brand design team conducted a thorough competitor analysis to pinpoint opportunities for differentiation within the marketplace. The insights gained from these initial steps provided a foundational guide for the brand design process, ensuring it was narrative-led and reflective of Firebyrd’s core pillars and values.

The existing Firebyrd logomark was then updated with a new descriptor, and the graphics were enhanced with new textures and adjusted colors. Building on this foundation, the brand team expanded the color palette and designed a graphic language composed of patterns, forms, and illustrations. These elements were crafted to enhance the brand’s visual appeal and align with its bold culinary offering. The brand design drew inspiration from the spiciness of Firebyrd’s food and hot sauces, incorporating Nashville-inspired illustrations and textures to create a vibrant on-location experience.

In collaboration with Firebyrd, Madcraft established a robust brand identity, supported by an in-depth Corporate Identity Guide to ensure consistent application across all platforms. This guide included a comprehensive suite of brand logos, patterns, and illustrations.

The new brand identity was applied to a revamped website and updated across existing online and offline promotional and marketing materials, including on-location menus. This comprehensive approach ensured a successful brand launch, effectively representing Firebyrd’s distinctive American-style food offering in Ireland.