Wonderbird Brand Identity|海报/平面|广告营销案例【ADGuider广告指南】

神奇鸟品牌标识

案例简介：在2月，位于佛罗里达州杰克逊维尔的独立机构圣约翰 (st.John) 负责构思，设计和执行Wonderbird的各个方面，Wonderbird是一种新的快餐鸡肉概念，旨在缩小快餐和优质食品之间的差距。第一家餐厅于2月2日在佛罗里达州杰克逊维尔海滩开业。 Wonderbird提供了很多东西，提供丰富的菜单，包括新鲜的，可渴求的鸡肉三明治，块和嫩肉以及11种自制的咸味酱汁，以及美味的沙拉，配菜，甜点和纯素的无鸡肉三明治和嫩肉餐点。但为了缩小快速和质量之间的差距，圣约翰与Wonderbird合作，将品牌定位为一家新的 “快速制作的餐厅”，并创造了一个与Wonderbird的食物同样独特的品牌形象。圣约翰执行创意总监彼得·赫伯斯特 (Peter Herbst) 表示: “我们今天熟悉的许多QSR品牌都可以追溯到40-50年前，老实说，有些品牌的年龄并不是特别好。”“这是一个从零开始的机会，一个想要在这个类别中做一些不同的事情的品牌。我们知道Wonderbird的品牌应该与众不同-更轻，更新鲜，更锐利，带有异想天开和包容性。从名字到菜单板，它必须以一种能让人们微笑的方式脱颖而出。“ “磁性” 是圣约翰努力在每个设计元素中传达的主要属性，目的是在从食物到环境到包装，以及之间的每一次交流中，以一种内在的、强大的方式吸引顾客。顾名思义，Wonderbird的外观，行为和提供的食物比同类产品高出一步。为了平衡快餐和高品质食品的交流需求，圣约翰采用了一种更传统的红色和黄色调色板，这在快餐界很常见，并带有大量的哑光黑色。该机构还选择了流线型字体，同时选择了干净简单的徽标标记，以避免在手工艺食品类别中经常出现的繁荣类型和图案，以帮助Wonderbird脱颖而出。Wonderbird徽标在整个包装中的可见性也随着标记的放置和比例而保持了现代感和趣味性。圣约翰在3月2020年赢得了业务，并开始从事该项目去年5月公司想出了 “快。工艺。食品。“。作为该品牌的描述符，它在不牺牲免下车的便利性的情况下，表示简单、新鲜和优质的成分。该机构还利用了次要的品牌个性特征，例如感染力，活力，想象力，平易近人，真诚和深情，为品牌带来异想天开的感觉。圣约翰开发了从品牌名称和徽标到调色板，排版，产品包装和品牌材料，内部和外部标牌，菜单板，网站设计，食品摄影以及员工t恤，遮阳板和经理polo衫的所有内容。

神奇鸟品牌标识

案例简介：In February, Jacksonville, Florida-based independent agency St. John led the charge in concepting, designing and executing all aspects of Wonderbird, a new fast food chicken concept aiming to close the gap between fast and quality food. The first restaurant opened In Jacksonville Beach, Fla., on February 2. Wonderbird has a lot to offer, with an expansive menu featuring fresh, craveable chicken sandwiches, nuggets and tenders with 11 homemade savory sauces, as well as flavorful salads, sides, desserts and vegan chickenless sandwich and tenders meal options. But in order to close the gap between fast and quality, St. John worked with Wonderbird to position the brand as a new “fast crafted restaurant” and create a brand identity that is equally as unique as Wonderbird’s food. “So many of the QSR brands we’re acquainted with today have roots dating back 40-50 years, and honestly some haven’t aged particularly well,” said Peter Herbst, St. John’s Executive Creative Director. “This was a chance to start from scratch with a brand that wanted to do something different in the category. We knew Wonderbird’s branding should feel different—lighter, fresher, sharper with an air of whimsy and inclusiveness. From the name to the menu boards, it had to stand out in a way that would make folks smile.” “Magnetic” served as the primary attribute St. John strived to convey in each design element, with the goal of attracting customers in a visceral, powerful way across the entire dining experience, from the food to the environment to the packaging and every communication in between. As the name suggests, Wonderbird looks, acts and serves food that is a step above the rest in its category. To balance the need to communicate fast food but also high-quality food, St. John incorporated a more traditional red and yellow color palette as commonly seen in the fast food world with heavy doses of matte black. The agency also selected streamlined typefaces, while opting for a clean and simple logo mark to avoid the flourished type and pattern often found in the craft food category to help Wonderbird stand out. The increased visibility of the Wonderbird logo across packaging was also kept modern and playful with the placement and scale of the mark. St. John won the business in March of 2020 and began working on the project last May. The firm came up with “Fast. Craft. Food.” as the brand’s descriptor to connote simplicity, freshness and quality ingredients without sacrificing the convenience of a drive-thru. The agency also pulled on secondary brand personality traits such as infectious, spirited, imaginative, approachable, sincere and soulful to bring a whimsical feel to the brand. St. John developed everything from the brand’s name and logo, to the color palette, typography, product packaging and branded materials, interior and exterior signage, menu boards, website design, food photography, and employee T-shirts and visors and manager polo shirts.