Brief

Inspired by the chicken and beer joints of Korea and their offspring on New York’s Lower East Side, Wing Wing wanted to create a unique food experience based on the phenomenon of "Chimaek" (Chicken + Beer)

Solution

Influenced by the addictive energy of K-Pop, we developed the name, positioning, and a unique visual identity for the brand. A bespoke wordmark, which features the Korean characters for “Chimaek”, and a logo created from the “WW” make it into an instantly recognisable identity. 

The bright colours and bold graphics are matched with equally provocative copy, creating a fun, engaging experience. 

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Impact

Bringing the brand experience to life at its flagship site off Tavistock Square, The Plant designed the hyperreal interiors of the restaurant, featuring colourful abstract brand patterns and humorous icons escaping from the concrete walls and floors; as well as instantly “Instagramable” spaces thanks to an arrangement of tailor-made furniture, bold graphics and atmospheric lighting.

The first location of the new Wing Wing experience was Tavistock Square in Central London. As a building in a conservation zone the exterior signage needed to be subtle and sympathetic to its surroundings.

Given the lively nature of the brand and its identity this was a significant task!

We think the overall effect is both elegant and engaging at the same time, and while its not quite as vibrant as some of our initial designs we're still pleased with the result.

Now, if they could only wash the patina of London off the Portland stone...

The interiors are born out of the identity, bright colors and patterns bouncing out of a neutral background.

A hyperreal space that reflects the color and energy of K-Pop, the aim of the space is to create a mood that's both fast food and cool bar.

The Plant has implemented the concept across every touch point for the brand, designing Wing Wing’s menu systems, website and uniforms; as well as its very own poppy animation and catchy jingle which you can watch above

The Wing Wing food packing pops out of the cool, firnished space, wrapped in the brand's vibrant patterns and including some of the many copy lines we developed.

Don't sell out, take out!

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