Wing Dome is a northwest icon—purveyor of spicy wings, beloved by locals (especially on game days), and recognized by their flaming neon signs since 1994. The chain, named as a play on “Kingdome,” had shrunk since its heyday and changed hands since its founding. Restaurant group E4 was looking to reinvigorate the brand with an eye to expansion throuhout the Northwest. We agreed with E4 we needed to keep what was working and build on the “soul” their long-time regulars and employees felt the brand owned, particularly the give-and-take “sass” they had in common. For this project I led a tight team team of one designer and two writers, establishing a conceptual framework and tagline “Feed Your Fire” to build an identity that’s both seriously hot and fiery fun for touchpoints ranging from a manifesto, brand guidelines, expanded identity elements, menus, outdoor advertising, and retail space design.
ExecCD—Steve Barrett, CD—Daniel R. Smith, Designer: James Lafuente, Writers: Summer Karaskova, Jen Garcia
Tether case study