/ The Bare Bird

  • /Brand Strategy
  • /Brand Identity
  • /Packaging Design
  • /Communications

Ruffling feathers in the chicken category.

The Bare Bird ruffled feathers with Australia’s first 100% antibiotic free chicken. When the competition had caught up, it was to ruffle feathers some more.

The Bare Bird was first to market in Australia with 100% antibiotic free chicken, however when the competition had caught up and they could no longer rely on product attributes for competitive advantage. It was time to lead with brand.

The Bare Bird and the concept of ‘The Naked Truth’ go hand in hand. And with so many great things to say, The Bare Bird can be justifiably cocky about its superior product. In a category that was crying out for something different, this confident, humorous and likeable approach was sure to ruffle some feathers.

A simplified colour palate, harnessing the power of black, and the elevation of the bird icon create maximum impact at shelf, while a bespoke typeface, raw textures and graphic elements dramatise the attitude of a real challenger. We like to think of it as the Muhammad Ali of chicken!


We couldn’t be more pleased. Disegno’s process and thinking created such an exciting and unique opportunity, then the creative brought it to life beautifully.

/ Virginia Pullman Marketing Manager