2022 Transform Awards
Best Brand Evolution (Consumer)
Gold Winner

“The brand changes hit the mark with consumers at the point of sale and the depth of the brand creates a relationship between producers and buyers for future purchases.”
— 2022 Transform Awards judging comments

CHALLENGE

Previously known as George and Jo’s, the brand faced a growing trust issue. Consumer research revealed that people were sceptical of its fictional founders, questioning whether the brand’s promises of being 100% antibiotic free and free range were genuine. To restore confidence, the business needed a new name, story and identity that conveyed authenticity, care and transparency while celebrating the farmers behind the product.

APPROACH

We developed a strategic brand platform and name – Bird & Barrow Free Range, 100% Antibiotic Free Chicken, to communicate what truly makes their chicken special. The new brand story put real farmers and their values at the centre, highlighting their respect for the environment, commitment to animal welfare and dedication to producing food families can trust. Visually, we broke away from the category’s predictable greens and natural tones, introducing distinctive blue packaging paired with hand-drawn illustrations that bring to life the care, protection and freedom of Bird & Barrow’s farming practices, even down to the radios played in the barns to keep the chickens happy.

RESULT

The rebrand transformed Bird & Barrow into a trusted, characterful and premium brand that consumers could connect with emotionally. It carved out a clear point of difference on shelf while reinforcing the brand’s values of honesty, care and provenance.

KEY TAKEAWAY

By replacing fiction with authenticity and crafting a story rooted in genuine care, Bird & Barrow restored consumer trust and created a distinctive, meaningful brand that stands proudly for integrity from farm to fork.

Before