Wendy’s® Redhead Roasters™ // Branding, Naming
Making Wendy’s the roast of the town.
Breakfast was back, sometimes even all day, and coffee culture was rapidly evolving. Wendy’s needed to create a stronger presence in this space to compete with the usual suspects on both the fast food and coffeehouse fronts—especially for their “fast foodie” target, but all they had was a generic coffee brand.
We explored the emerging coffee culture and new ways that consumers were experiencing breakfast as the framework for our ideation sessions.
The solution came from combining the spirit of specialty coffee shops with the iconic imagery of Wendy herself: Redhead Roasters emerged to lead the new breakfast menu, perfectly balancing the lore of the brand with the promise of a more premium experience.
