Fastest delivery in Egypt, fresh, innovative, creative, and inventive. An industry with big, existing personalities, and then SMASH! They were back. Our goal was to reach an experiential sweet spot, by successfully delivering a unique and personalized brand experience that Gen Z would relate to whilst not skewing far away from the original Wimpy identity that OG consumers know and love. We aimed to capture the essence of the original logo, and giving it a young and modern twist. From there we set out to craft an entirely new icon that owns the burger while creating the shape of our initial W, making Wimpy THE iconic burger brand. With that, we’ve created a comprehensive brand identity that is able to create a personalized experience that empowers each consumer’s uniqueness and individuality. An agile and flexible brand, capable of expressing itself to an array of diverse consumers, while still being clear, coherent, and not losing its wacky and quirky character.