Born out of a passion for Asian Street food, with all its fire and fury, Wok to Walk had built a strong business across the world with over 90 locations. The addictive food, the fiery theatre and amazing speed of service weren't reflected on the Wok to Walk brand, which looked tired and lacked the personality it needed to grow.
Most importantly, it needed some fun!
The weary, old Wok to Walk brand had been created in Amsterdam and the blanket use of orange was a reflection of this. While we liked orange, it needed some more life so we built a new color palette, that expressed the depth and life of fire.
The logo, shots of ingredients and copylines were all tossed together at speed, to create something tasty.
A photographic style was developed to show the immediacy and life of the experience, using a pop flash to create a punchy, paparazzi feel. Add lots of bad (and good!) puns, as well as some solidly funny tag lines, and we were ready to fire up the wok once again
The style all comes together in bright, playful posters that can talk about the ingredient of the month or the fiery experience of one of the restaurants.
We energised the brand by creating patterns with ingredients on brightly colored backgrounds. A bit messy, but a lot of fun...
Packaging and food photography all get the same treatment with vivid colors and backgrounds that add punch and vitality.
Fire, flames and dramatic cooking are the most important and iconic part of the Wok to Walk street experience across the globe. Our shopfront design aimed to create a dark, neutral space for the flames and the logo to leap out of!
The wokists are renowned not only for the skill with the wok, but the magic they create with the flames
Spinning out almost a million noodle pots a month, the design is a not only a convenient canvas but an iconic part of the Wok to Walk experience. So iconic that we made pot plants out of them!
The menu is a super-important part of the concept, and communicating it well is critical. We designed not only the graphic menu, but a simple construction that allows for the elements to be easily swapped in and out.