Amani Resort – Ghana
The Brief.
We’re excited to introduce ‘Wandr’, a dynamic quick-service restaurant in Dubai that we’ve nurtured from the ground up. Wandr offers a unique concept of authentic wraps and bowls, drawing culinary inspiration from flavours around the world. Our role was to transform Wandr from a budding idea to a complete brand (now with a cult following). We developed a comprehensive strategy and positioning, shaping everything from its name to the ambiance of the restaurant, creating an identity that truly stands out in Dubai’s vibrant food scene.
The Process
Strategy.
Naming.
Identity.
Strategy.
Targeting the highly driven Gen Z and Millennials in the UAE, the founders of Wandr were passionate about building a brand that appeals to consumers who value the origin and preparation of their food, while also embracing a zest for adventure, exploration, and travel. Collaborating closely, we crafted the tagline ‘Slow Food, Fast’, encapsulating the essence of Wandr: thoughtfully prepared, delicious food served quickly to cater to the fast-paced lifestyle of its clientele.
Naming.
In crafting a name for this unique brand, our priority was to choose something short, catchy, and memorable, but more crucially, a name that would mirror the brand’s distinct ethos. We aimed to inspire our audience to embrace travel, exploration, and the spirit of adventure. We landed on the word ‘Wander’ and the decision to drop the letter ‘e’ was a strategic move to give the brand a contemporary, urban appeal that resonates strongly with our youthful, trend-conscious audience.
Identity.
We created a vibrant, impactful, and enjoyable brand identity designed to captivate consumers in the region. Beyond the typographic logo, we introduced a unique mascot – a winged tortoise named ‘Arty’. This character ingeniously embodies the concept of being both slow and fast, aligning with the ‘Slow Food, Fast’ ethos. Arty adds a layer of fun and playfulness to all of Wandr’s branding materials. This whimsical addition has been particularly successful in branded merchandise, becoming a big favourite among the brand’s fans.