Wendy’s Begins Brand TransformationWritten by Branding Magazine Editorial / Featured in: Agency, Creative, Food & Beverage, Leading Stories / 25.02.2013.
Today (February 25th) the new Wendy’s logo, released back in October 2012, will begin to take part in the brand’s rebranding process. From today, the new logo will begin appearing in Wendy’s advertising, product packaging, uniforms, restaurant signage, menu boards and digital assets.
Emil Brolick, President and Chief Executive Officer at Wendy’s stated that Wendy’s brand transformation is re-energizing all of the brand’s touch points with consumers: “We’re transforming our brand – from bold restaurant designs to innovative food that consumers want, to improved customer service. This exciting evolution of our brand reinforces our mission to position Wendy’s as A Cut Above.”
The rebranding will feature the change of several brand components, including new packaging design starting in March; New crew uniforms from June. New menu innovations are also part of the brand’s ongoing changes and it will emphasize the ingredients, preparation and menu variety.
The rebranding also takes place in Wendy’s image activation where restaurants will feature “bold, sleek, ultra-modern designs that greatly enhance the customer experience” and “re-energized” advertising as well as consumer-engagement, which continues to expand mostly due to Wendy’s recently launched biggest digital effort, “Claim Your Taste”.
Craig Bahner, Chief Marketing Officer at Wendy’s stated that: “Every brand evolves over time to maintain relevance with consumers. We’re transforming our brand to signal a new dynamic company that’s listening and responding to consumer needs.”
Designed by Tesser, an award-winning brand strategy and retail design firm based in San Francisco.