The challenge: The task was to develop a new fast food restaurant with the open fire and wok pan in the core of the concept. With the first location in Copenhagen and expanding a chain over Denmark, Sweden & Norway. Friendly restaurants with affordable prices and a positive atmosphere where dishes are prepared on the open fire in wok pans and are tailored to customers’ tastes in 3 easy steps.

The solution: The name Woobles was inspired by the combination of Wow and Noodles. Yes, it’s that simple. The preparation of food on an open fire is a wow-process that looks like a show and has a wow taste too. You can even feel the joy just from saying: “Woooobles!”. And actually it also resembles the sound of someone greedily sucking up the last spaghetti — “Wooob!”.

The tagline: “Wok your way” tagline perfectly explains the concept. There are two hidden senses here. One meaning is behind the actual tagline, another is behind its phonetic version. Custom made dishes in 3 simple steps make it possible to make the wok your way. Also, Woobles encourages uniqueness and authenticity. Be yourself, do what you like — walk your way.

Logo & Brand Identity: The logo is a noodle-like “W” letter. It can stretch like a loooooong noodle. It can move, jump & act silly. The style is enriched with the dynamic patterns made of illustrated ingredients from Woobles kitchen. As for the colors, green reflects the eco-friendliness, and orange resembles the fire, as one of the key components of the concept. Both colors are bright and vivid, friendly, and attractive, so is Woobles. There are three brand fonts that could be used for various scenarios and a cute bear mascot, made in 2D and 3D. Multiple animations were developed to transmit brand messages through various media.

Interior and exterior design: A universal and customizable design solution was developed in order to make it possible to easily expand the business to a chain of franchise restaurants, applying the design to any space available for the lease. The Brandon Archibald’s special service “Restaurant Identity™”, gave the Woobles operation space, it’s branded look and feel. The brand identity guidelines not only explain how the brand identity should be used but also gives a detailed explanation of interior and exterior design rules and regulations. The colors, materials, furniture, lights, textures, and fixtures were carefully selected and applied to the first location. Now, they can be expanded to any other place within the days saving plenty of time.