St. John creates model identification for the brand new quick meals hen restaurant Wonderbird
Jacksonville, FL (RestaurantNews.com) Jacksonville, Florida-based independent agency St. John was responsible for the conception, design and execution of all aspects of Wonderbird, a new fast-food chicken concept that aims to fill the void to close between fast and quality foods. The first restaurant opened in Jacksonville Beach, Florida on February 2nd.
Wonderbird has a lot to offer, with an extensive menu of fresh, delicious chicken sandwiches, nuggets and tenders with 11 homemade savory sauces as well as aromatic salads, side dishes, desserts and vegan sandwich and tender options without chicken. To bridge the gap between fast and quality, St. John worked with Wonderbird to position the brand as a new “fast-paced restaurant” and create a brand identity that is as unique as Wonderbird’s food.
“So many of the QSR brands we know today have roots between 40 and 50 years of age, and frankly some have not aged very well,” said Peter Herbst, St. John’s Executive Creative Director. “This was a chance to start over with a brand that wanted to do something different in this category. We knew the Wonderbird branding should feel different – lighter, fresher, sharper with a touch of whimsy and inclusivity. From the name to the menu boards, it had to stand out so that people smile. “
“Magnetic” was the main characteristic St. John wanted to convey in every design element, with the aim of engaging customers in a visceral and powerful way for the entire dining experience, from food to the environment to packaging and any communication in between.
As the name suggests, Wonderbird looks, trades and serves food that is one step above the other in its category. To balance the need to communicate with fast food, but also with quality food, St. John has used a more traditional color palette of red and yellow, as is common in the fast food world, with tall doses of matte black. The agency also picked streamlined fonts and opted for clean and simple logo marking to avoid the blooming type and pattern commonly found in the craft food category to highlight Wonderbird. The increased visibility of the Wonderbird logo on the packaging has also been kept modern and playful by the placement and scale of the brand.
St. John won the deal in March 2020 and started working on the project last May. The company came up with “Fast. Art. Food. “As the brand’s descriptor for simplicity, freshness and high-quality ingredients without sacrificing the convenience of a drive-through. The agency also used secondary brand personality traits such as contagious, spirited, resourceful, approachable, sincere and soulful to give the brand a quirky feel to lend.
St. John developed everything from brand names and logos to color palette, typography, product packaging and branding materials, indoor and outdoor signage, menu boards, website design, food photography, employee t-shirts and visors, and manager polo shirts.