A little unloved with no menu innovation in a very long time, the Wrap It Up! brand needed some attention. With a new F&B director coming into the business to shake things up and add some foodie credentials, our job was to define the mission and then bring the identity inline with current food trends. The new menu is full of superfood ingredients and vegan options - leaner, healthier, tastier. All put together with love and care to deliver fast casual quality in a grab-and-go context.
We reinvigorated the positioning with a new identity, tagline, tone of voice and set of messages that celebrate culture and cuisine from around the world. A bold, bright identity, full of personality and positivity is a platform to showcase the brand’s emphasis on authentic flavours. Without taking it all too seriously.