ISSUE
When Triarc Companies Inc., the parent company of sandwich chain Arby's Restaurant Group, Inc. acquired Wendy's International, the move created the third largest fast-food company. The company was renamed as Wendy's/Arby's Group and required a new brand identity to embody the innovative spirit of both restaurant brands. The new brand identity also needed to illustrate the collective strength of the organization to its employees, franchisees and shareholders.
IDEA & IMPACT
KCSA Strategic Communications worked closely with Wendy's/Arby's Group management to define the shared, core brand values of both Wendy's and Arby's, and articulate the company's unique value proposition and intangible qualities that surround the Wendy's/Arby's name.
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| DELIVERABLES |
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Naming |
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Logo and tagline development |
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Design and development of new Wendy's/Arby's Group corporate identity and usage guideline |
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Design and development of corporate and investor marketing materials |
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