Brief: Redesign a famous brand
Concept: Wimpy was established in 1954 in London, but many people are unaware of its history as a British brand. The food served is unapologetically simple - the visual language and tone of voice should reflect this.
Solution: Lino cut burger stamp illustrations have become a key element of the brand identity, which allow simple, brightly coloured burgers to be built up in any number of combinations highlighting the amount of choice on offer at Wimpy.
Wimpy restaurants will undergo a redesign with simple, no frills furnishing with the burger An advertising campaign for the brand utilises the burger illustrations on billboard illustrations used playfully as wall graphics, way finding and on serveware.
A Wimpy burger van would also be introduced – appearing at food markets and festivals, reminding food lovers of the brand.
