Rebrand Alert: BONEHEAD KILLER FRIED CHICKEN FROM THE HEART OF SABBATH CITY!

By Matt Gardner

This one has been a long time coming. Just over a year ago, Sham and his team at Birmingham’s cult fried chicken spot, Bonehead, approached us with a clear ambition. They wanted to push the brand forward without losing the raw energy and reputation they had spent eight years building. What followed was a full teardown and rebuild. We stripped it right back to the bones, pun intended, and rebuilt something you can really get your teeth into.

Bonehead already sits in a rare position. It is deeply respected within both the alternative scene and the hospitality world, not just in Birmingham but internationally through collaborations and pop ups with some of the most credible names in the industry. The challenge was not to reinvent that reputation, but to unify it. The goal was to create a singular, cohesive world so that wherever Bonehead shows up, it is unmistakable.

We started with discovery.
Conversations, references, and mood boards that pulled from MTV, black metal artwork, He-Man, and classic wrestling culture. That collision of influences gave us the foundation for a new identity. From there we developed a logo mark rooted in the brand’s deep ties to metal culture, alongside a character system designed to set Bonehead apart while staying true to its audience.

Contrast became a key principle. Bonehead needs to feel at home in a dive bar, but also stand confidently alongside some of the best chefs and operators in the world. The system had to be able to breathe. We built it to be modular, something that can be turned all the way up or dialled back depending on the setting, much like a Marshall JCM 800 cranked to full volume or sitting perfectly in the mix.

With the identity locked in, we began building out the world. A new website that captures the full energy of the brand while guiding users through the menu, story, and ecommerce. A launch merch range that showcases the system at full power, featuring Bonehead the Barbarian as the new central mascot alongside cult inspired graphics and bootleg style pieces. We rolled the identity out across every touchpoint, from posters and neon signage to menus, packaging, and stickers.

Content was the next step. Bonehead already had strong food photography, but what was missing was the atmosphere and cohesiveness. The queues down the road, the packed out nights, the mix of creatives, musicians, and industry people that make the place what it is. We set out to capture that. From Jason Momoa dropping by to try a Bonehead signature cocktail, to late night parties, merch drops, and the everyday energy of the space, the focus was on showing the reality of Bonehead as a cultural hub, not just a place to eat.

The end result is a brand system that does more than look good. It creates a world. One that amplifies everything Bonehead already is and gives it the clarity and consistency to grow even further. We’re really excited to see where Sham takes the brand this year! So with all of that in mind, if you find yourself in Birmingham, we urge you to go find out for yourself why Bonehead is one Birminghams best independents