Case Study

Firebirds Wood Fired Grill

Fanning the Flame

Talk about a dream client: Charlotte-based Firebirds Wood Fired Grill restaurants serve fantastic food in attractive surroundings to legions of fans in several states. The staff exude energy and the leadership has a clear vision. So when this polished casual concept asked us to bring its brand up to the same level as the rest of the operation, we leapt at the opportunity.

All restaurants promise superior food and service. In the polished casual sector, Firebirds sets the standard for it. The restaurant also leaves homogeneity behind with its true wood fired grill and emphasis on bold flavors that ensure one’s last bite is as satisfying as the first. But Firebirds had a problem: An ill-defined brand hampered efforts to communicate those attributes to prospective customers.


Our first order of business: Updating the brand to communicate Firebirds’ bold flavor, across-the-board refinement and remarkable value. We also saw a need to reposition Firebirds as an affordable, irresistible step up from commodity chain restaurants; to cast it as a worthy alternative to much more expensive establishments; and to tell our story in a strong, consistent brand voice.

Firebirds Banner

Bringing Firebirds’ visual identity and brand messaging into line with the dining experience entailed a near top-to-bottom refresh of all communications. We began by establishing a clear messaging hierarchy and graphic standards, and applied them to menus, four-walls brand communication, Firebirds’ online presence, recruiting and new store opening materials, corporate collateral and much more.

Firebirds Store Front

Developing the right messages and applying them consistently had a powerful impact, but the work was primarily foundational in nature. Since we began working with Firebirds, we’ve refined and renewed the brand on multiple fronts, communicating to guests through their preferred media, in their language, with relevant messaging. What else has happened over the course of our relationship? The number of restaurants has doubled and an industry has taken notice. In fact, Firebirds was recently named a national “breakout brand” by Nation’s Restaurant News.

Firebirds Phone Screens


Supervox has been an ideal partner for a fast-growing, entrepreneurial concept like Firebirds Wood Fired Grill. Their brand work for us has been invaluable, and their deep experience in the hospitality industry makes for a very efficient working relationship. Whatever we throw at them, they’re able to handle – with unflappability, competence and insight.

Stephen Loftis

Vice President of Marketing, Firebirds Wood Fired Grill