WENDY'S

Brand Refresh, Custom Typography, Identity System & Packaging

 

One of my favorite projects was leading the rebranding for Wendy’s Kids’ Meal. I designed a custom font and an icon system for the apostrophe (which has since inspired additional iterations over the years). The rebrand extended across point-of-purchase displays, menu boards, packaging, and a comprehensive style guide — culminating in a refreshed Kids’ Meal bag distributed throughout the U.S. and Canada. The goal was to build a playful, cohesive system that felt distinctly Wendy’s while elevating the Kids’ Meal experience at a national scale.

 

 

 

The Challenge

The Kids’ Meal program needed a fresh visual identity that was engaging for children yet aligned with Wendy’s established brand standards. The work also had to meet strict operational demands—high-volume printing, modular layouts, and consistency across multiple packaging formats and store environments.

 

My Role & Approach

I led the creative direction and design for the entire refresh, centering the system around custom typography and a flexible illustration language. The approach focused on clarity, modularity, and a bright, character-driven style that could expand across campaigns and future iterations. Every asset was built with production efficiency and national rollout in mind.

 

Execution

• Custom Kids’ Meal typeface

• Apostrophe icon system + brand marks

• Packaging and bag design

• Menu board + point-of-purchase assets

• Illustration elements + activity panels

• Comprehensive brand + style guide

 

Impact

The rebrand unified Wendy’s Kids’ Meal visual language across North America, strengthened brand recognition, and provided a scalable foundation for future updates. The refreshed bag and supporting assets elevated the in-store experience and helped modernize one of the brand’s most iconic guest touchpoints.