Challenge

Wing Zone was started in 1991 when the founders were still undergraduates at the University of Florida. Over the next two decades, Wing Zone grew into a robust franchise organization, yet Wing Zone never fully developed a brand experience that communicated the unique qualities of Wing Zone's flavorful food.

STRATEGY

Design Coup applied its Brand Story® approach to tap into the core customer perceptions and benefits of Wing Zone's food, delivery system and its flavors. The goal was to ensure that the total brand experience connected emotionally to customers with consistent messaging, clear benefits and credible positioning.

Design Coup developed a total flavor-focused branding system that touched every element of brand messaging, food concept, graphics, interiors and operations. The company now focuses it messaging on its loyal "Flavorholics" customers and applies a Flavor Fuze℠ cooking process (coined by Design Coup) to its full menu.

Results

The Flavor brand was tested at a new Wing Zone location in the Bahamas. Sales expectations were exceeded by 300 percent. Importantly, the Flavor concept plays well internationally and will support the company’s immediate expansion plans into other countries and new store formats in the U.S.

SOLUTION PORTFOLIO

Corporate Identity

Design Coup revamped the Wing Zone logo in order to create a more contemporary feel. A new tag line, “For People Who Love Flavor” focused the brand on the target customer.

Brand Platform

Design Coup applied its Brand Story® approach to develop a comprehensive brand experience and document the Brand Concept, Mission,  Vision, Position, Drivers, Target Customer, Brand Personality, Flavors, Fuze Process, Look and Feel, Interiors and Brand Promise.

Interior Graphics

Wing Zone’s stark interiors were replaced with bold orange swirls mixed with graphic treatments of the Flavorholics characters.

Consumer/Corporate Website

Wing Zone's new Web site includes animated Flash graphics that celebrate its loyal and eccentric Flavorholics customers. Visit wingzone.com.

 

Menus, Doorhangers and Postcards

These direct mail pieces were redesigned to emphasize Wing Zone's award-winning flavors, Flavor Fuze℠ cooking process and Wing Zone’s crazy Flavorholics.

 

Food Operations

Design Coup revamped its entire customer experience to focus on Flavor. All of the flavors were renamed with colorful descriptions (i.e. “Medium” is now “Buffalo Bliss.”) Phone scripts, uniforms, transition plans and supporting collateral were all redesigned and implemented to support the Flavor brand.

 

Digital Menu Screens

Design Coup designed an all-new menu board system that livens up the brand experience and puts the focus on Flavor.

 

Radio Advertising

Design Coup produced two radio spots in 30 and 60 sec versions. "Game Show" highlights Wing Zone's zesty flavors. "Champion" celebrates Wing Zone's #1 national ranking for the best tasting wings in America.

Television Spot

This 30 second spot was written and produced by Design Coup to introduce the Wing Zone concept. It was shot in High Definition to give it a film look. The final budget was a small fraction of most national spots, but compares favorably on the screen.