Wayback Burgers - Lifestyle Brand - Case Study - NBDco.
graphic design, brand design, design, new jersey, new york, logo design, logo, branding, identity, full service, packaging, experience, studio, nbdco, illustration, logotype, nj, typography, small business, restaurant, restaurant design, strategic design,
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Wayback Burgers

RESPECT THE WAY

   

PROJECT OVERVIEW

Wayback Burgers was looking to evolve their restaurants into an elevated lifestyle brand that customers would celebrate and create memories with. We helped Wayback define a new brand personality and create an entire new brand language. Building on the new and improved attitude, we realized the entire experience was in need of a redesign. From the branding itself to the in-store experience — together, we developed a timeless brand aesthetic built on a hint of American nostalgia and authenticity with a dash of honesty, wit, and humor. 

 

  • Wayback Burgers - Branding - Progression
  • Wayback Burgers - Logo Revision
  • Wayback Burgers - Brand Assets
  • Wayback Burgers - Brand Assets
  • Wayback Burgers - Brand Assets
  • Wayback Burgers - Branding - Pattern

After rebranding, in 2018, Wayback Burgers saw an impressive 14% system growth worldwide.

-QSR Magazine, June 2019

Wayback Burgers - Old Exterior Wayback Burgers - New Exterior - Signage
Store Interior

While accomplishing an older aesthetic, Wayback’s store interior had felt stale and outdated. Working together, we envisioned the store of the future collaboratively. Taking inspiration from their kitchen set up, using a flat top to cook all their burgers like a 50’s diner would. We took part in the store design by conceptually honing in on a classic yet modern take on a retro diner. From selecting materials to designing store touchpoints and artwork ranging from a wayback clock that would move backwards in time to a american flag wall made out of Delaware license plates to pay homage to their roots to an inviting kitchen set up that would highlight menu items all while bringing the seating experience in and around the flat top grill.

Wayback Burgers - Old Interior Wayback Burgers - New Interior - Signage

In 2019, Wayback Burgers saw additional store growth from 136 to 166 stores with 500 commitments worldwide.

-QSR Magazine, June 2019

Creating a Lifestyle Brand

With a growing loyal fan base, Wayback Burgers wanted to provide a lifestyle experience inclusive of custom messaging, branded packaging, retail merchandising, and more. We created everything from branded modular artwork that reinforced the brand ethos to yo-yo’s, classic branded apparel, and even a plan for full scale retail merchandising with add-on goods from all different eras. From there we designed a modern take on a classic diner menu to bring everything around full circle.

  • Wayback Burgers - Menu Board Redesign
  • Wayback Burgers - Wayback Way - Poster - Close Up
  • Wayback Burgers - Wayback Way - Posters
  • Wayback Burgers - Merchandise - Design
  • Wayback Burgers - Branding - Packaging
The work presented was in collaboration with the Wayback Burgers team and VGS/Studio D.
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