Bonbird began with a clear vision from our CEO and Founder: build a bone-in chicken joint that could rival KFC on taste, with better-quality chicken at its heart.

As Chief Marketing Officer at Yolk Brands, the team behind Pickl, I was responsible for leading the brand’s development and translating that vision into a brand people would recognise, crave and come back to. We had already made our mark on burgers. Now we wanted to bring that same ambition to fried chicken.

Working with our design agency, I led the development of a brand that paired a serious commitment to the food with a playful personality. The name Bonbird set the tone: upbeat, memorable and full of character. Punchy red branding, bold graphics and a nod to the heyday of American fast-food diners gave it a distinctive visual identity.

At its heart was ‘loveheartchickenfeel’, a mascot created to put the love back into bone-in chicken. It brought warmth and humour to the brand, appearing across everything from posters to illuminated light boxes.

Our first restaurant opened alongside Pickl in Dubai’s City Walk. Hand-painted red typography, white tiled walls and tongue-in-cheek artwork brought the brand to life throughout the space. Every detail supported the same ambition: make Bonbird a compelling new choice for people who love fried chicken.