Wrap It Up!

I worked with World Gourmet Restaurants Ltd to head creative on several campaigns for their flagship street-food brand Wrap It Up!
Dissatisfied with the stunted productivity from the creative agency before me - particularly in the face of rising pressure from competitors - I was tasked with tight turn-arounds to bring the marketing back on track.

Significant in-store presence was core to each of the campaigns. Launching the 'Breakfast Menu' comprised designing strut cards for countertops, window posters, animated displays on overhead screens etc.

Designing for the launch of the 'Wrap of the Day' initiative was more taxing as there were five times as many assets required; each day of the working week a particular menu item was given heightened exposure.

Feedback on these two initial campaigns was triumphant. My designs plus pace of delivery had been instrumental in effectively regaining lost ground. Impressed, our engagement was extended to subsequent campaigns.

The 'Meal Deal' initiative drew from the success of the 'Wrap of the Day' initiative, offering a discount on purchasing a drink and item of fruit together with the day's featured wrap. I proposed an illustrative approach to not only give the campaign punch but to also alleviate exhaustive photography.

'Wrap Club' was the fourth campaign I worked on for the brand; a loyalty card scheme requiring its own distinct identity that supported the overarching aesthetic.

While the loyalty card design itself was pivotal to the incentive, I gave a lot of my attention the supporting channels that would promote it, such as the takeaway bags and staff apparel that’d each sport the identity.

Developing the Wrap Club logo

Arriving at the final Wrap Club logo was a fairly linear process following concise feedback from the client after each iteration.

1. An early concept, positioned a wrap motif atop slanted text as though a crown. A little flat but a decent basis to revisit later.

2. Exploring the idea of an unfurled wrap backing the title text, as if a club-house flag.

3. A third concept injecting vibrance and cultural flair seen elsewhere in the brand