Wild Wing Cafe

New everything. Rebranded, redesigned, rethought, and a return to course for a NC-headquartered Southern casual bar & restaurant franchise built around freshly baked chicken wings and local live entertainment. We started with devising an updated brand strategy which includes redefined values and brand positioning tagline, as well as, a restated mission and vision statements. Then followed by an aesthetic recalibration and re-imagination of the visual expression from logo to color scheme, the re-establishment of the brand’s purposeful and coordinated voice and tone. ultimately finishing with the environmental store prototype redesign.

As part of activating the new brand strategy, WWC has begun a wholesale conversion to mostly compostable or highly recyclable single-use packaging system.

A unique custom design inspired by the heyday of the American roadside.

Distinctive and highly visible at night or in the middle of the day this solved the key visibility and wayfinding problem with the legacy system.

The reimagined retail exterior prototype includes signature elements such as covered porches and generous outdoor areas as additional subtle expressions of the endemic Southern hospitality.

In a radical move that allowed for a significant reduction of clutter by the removal of individual TV monitors we upgraded the customer experience to something more akin to being in an actual living room or even on the bleachers during an actual game. This allows for a clearer distinction between the respective designated zones within the total footprint of the restaurant which enhances the quality of the dining experience for many without removing the ability of others to enjoy a broadcast or a split-screen view of many matches or channels of entertainment in more concentrated fashion.

Mixed height furniture and a variety of pendants make for a space that retains depth but also contains interest by enforcing intentional zones within itself.

The new web presence is crisp and to the point and scales well for mobile devices.

A fun, wildly colorful system of adhesive labels for marking the sauce used on wings to go.

The order integrity seal also functions as a way to personalize each item which keeps things organized and friendly at the same time.

The new party box is much, much wilder than ever without losing its sustainable essence or function.

We developed this inexpensive, sustainably and locally made wooden table-top LTO holder system as a way to reduce clutter and bring simple and honest materials back into the every day casual dining experience.

The updated menu system is modular and inexpensive and easy to maintain over long term.

Although rolled out as part of the redesigned children’s Wild Child menu, this is a multi-functional and multiple-audience-oriented beverage coaster that raises awareness about endangered species from the native habitats that coincide with the 43 locations of the WWC. The coasters are 100% compostable and assemble into 3-dimensional sculptures of the respective animal they depict. The embedded QR-code allows for a donation towards the conservation efforts and is connected to the WWC loyalty program.

An excerpt from the brand book.