From Burger, to Bun, to Branding -
In an ever-evolving industry that has undergone many evolutions over the years, the repositioning of the prominent fast-food brand Wimpy was a challenging task.
With Gen-Z being the main business driver in the industry, one challenge that presented itself was finding a way to be relevant to today’s empowered and vocal consumer without skewing away from the original essence that everyone knows and loves.
The goal was to pour its original essence into a new refurbished identity - to make Wimpy synonymous with burgers … again! The newly designed icon is flexible and dynamic; it owns the burger, composed of the burger bun and is shaped as the initial W from Wimpy.
We went on to create a brand that empowers and values the individuality of each one of its consumers. An agile identity that has a wacky character capable of expressing many styles and communicating on any medium, while still being clear, coherent and, most importantly, personal.
In an ever-evolving industry that has undergone many evolutions over the years, the repositioning of the prominent fast-food brand Wimpy was a challenging task.
With Gen-Z being the main business driver in the industry, one challenge that presented itself was finding a way to be relevant to today’s empowered and vocal consumer without skewing away from the original essence that everyone knows and loves.
The goal was to pour its original essence into a new refurbished identity - to make Wimpy synonymous with burgers … again! The newly designed icon is flexible and dynamic; it owns the burger, composed of the burger bun and is shaped as the initial W from Wimpy.
We went on to create a brand that empowers and values the individuality of each one of its consumers. An agile identity that has a wacky character capable of expressing many styles and communicating on any medium, while still being clear, coherent and, most importantly, personal.
