Baked Wings
About
Madison, WI 2024
Baked Wings a fried chicken restaurant in Madison, WI. They reached out looking for a full rebranding from their original brand.
Target Audience
-
University of Wisconsin-Madison students
-
Young adults and downtown nightlife crowds
-
Sports fans seeking a bar with large-screen TV's
-
Wings, burger, and comfort-food enthusiasts
-
Late-night diners, particularly Thursday through Saturday
-
Customers seeking baked or lighter alternatives to fried wings
-
Gluten-free and vegetarian diners
-
Families attracted by kid's meals and group specials
Project Workflow
1.
Research & Strategy
Analyze Baked Wings’ audience, competitors, personality, and business goals to establish a clear creative direction.
2.
Identity Development
Explore logo concepts, typography, color palettes, and supporting graphics that capture the restaurant’s bold, playful energy.
3.
Brand Application
Apply the selected identity across merchandise, apparel, packaging, signage, and promotional mockups to create a cohesive experience.
4.
Refinement & Delivery
Incorporate feedback, finalize every design, and organize production-ready files with clear brand guidelines for consistent future use.
Deliverables
-
Primary Restaurant Logo
-
Secondary Logo Variations
-
Color palette
-
Typography system
-
Supporting graphic elements and patterns
-
Brand guidelines
-
Business cards
-
Restaurant signage
-
Exterior window graphics
-
Menu design
-
Takeout packaging
-
Wing boxes and food containers
-
Cups and beverage packaging
-
Napkins and food liners
-
Employee uniforms
-
Branded T-shirts and hats
-
Print-ready and digital logo files
10 Week Deliverable Timeline
-
Week 1 - Review the restaurant, target audience, competitors, existing brand, and project goals.
-
-
Week 2 - Develop mood boards, visual themes, color directions, typography options, and initial brand
-
-
Week 3 - Sketch and develop primary logo concepts, secondary marks, icons, and mascot ideas.
-
-
Week 4 - Select and refine the strongest logo direction, then finalize the color palette and typography system.
-
-
Week 5 - Apply the identity to menus, signage, social media graphics, takeout packaging, and other key touchpoints.
-
-
Week 6 - Create branded apparel, hats, cups, food containers, and supporting merchandise mockups.
-
-
Week 7 - Present the complete brand system, collect feedback, and make final design adjustments.
-
-
Week 8 - Deliver organized logo files, production-ready artwork, mockups, templates, and a concise brand guidelines document.
Project Showcase
