Jacksonville, Florida (RestaurantNews.com) Independent agency based in Jacksonville, Florida St-Jean led the charge in the conception, design and execution of all aspects of Wonderbird, a new concept in fast food chicken aimed at bridging the gap between fast food and quality. The first restaurant opened in Jacksonville Beach, Fla. On February 2.
Wonderbird has a lot to offer, with a varied menu including irresistible fresh chicken sandwiches, nuggets and fillets with 11 tasty homemade sauces, as well as salads, sides, desserts and vegan meal options without chicken and nets. But in order to bridge the gap between speed and quality, St. John worked with Wonderbird to position the brand as a new “fast food restaurant” and create a brand identity just as unique as Wonderbird food.
âSo many of the QSR brands we know today have roots stretching back 40-50 years, and frankly some haven’t aged particularly well,â said Peter Herbst, Executive Creative Director of St. John’s. âIt was a chance to start from scratch with a brand that wanted to do something different in the category. We knew Wonderbird’s branding had to be different – lighter, fresher, sharper with a whimsical, inclusive air. From the name to the menu boards, it had to stand out in a way that made people smile. “
‘Magnetic’ has been the primary attribute that St. John has strived to convey in every design element, with the goal of attracting customers in visceral and powerful ways throughout the dining experience, from the food to the environment through the packaging and every communication in between.
As the name suggests, Wonderbird looks, acts and serves food that is a cut above the rest of its class. To balance the need to communicate on fast food as well as high quality food, St. John has incorporated a more traditional red and yellow color scheme, as is commonly seen in the fast food world, with strong doses of matte black. The agency also selected streamlined typefaces, while opting for a clean and simple logo branding to avoid the blooming type and pattern often found in the artisan food category to help Wonderbird stand out. The increased visibility of the Wonderbird logo on the packaging also remained modern and playful with the placement and scale of the brand.
St. John won the business in March 2020 and began work on the project last May. The company came up with âFast. Arts and crafts. Food. âAs a brand descriptor to evoke simplicity, freshness and quality ingredients without sacrificing the convenience of a drive-thru. The agency also took advantage of the brand’s secondary personality traits such as contagious, Spirited, imaginative, accessible, sincere and moving to bring a whimsical touch to the brand.
St. John has developed everything from the brand name and logo to the color scheme, typography, product packaging and branding materials, interior and exterior signage, menu boards, site design. Web, food photography, employee t-shirts and visors, and managers’ polo shirts. .