Be Talked About
Saturday Creative Limited were recently engaged to complete a branding assignment to be talked about.
Misbehave
When the way you usually do things isn’t enough. When the brand standards manual provides only standard solutions, and you know you have an opportunity to make a statement and achieve something truly special – something worth talking about. Maybe it’s time to let your brand misbehave.
Long before the ink was dry on the Westgate deal, Saturday was asked to imagine a large format retail line-up of all three Restaurant Brands’ drive through offerings – Taco Bell, KFC and Carl’s Jr. A three-in-a-row flagship design in magnificent neon, together with the detailed ins and out of effective wayfinding. There was nothing standard about this.
Like three flatmates, each brand had to share the same site attributes and restrictions, yet they each needed space to express their individuality without treading on each other’s toes.
Much in the same way Saturday approached KFC’s stand out Fort Street experience, they deconstructed each brand and reworked their equities into a new ‘same but different’ store experience.
At the same time, Saturday pored over the practicalities: day and nighttime appeal, navigation in and out of the main car park, directional lighting for each drive through lane, and, of course, easy exiting. The result is something that little bit special.
Many of us are looking to find a way out of this current uncertainty, to answer the question ‘where to from here?’ Brands stuck in the old normal can’t help. But with a reposition, a redefinition or simply a refresh, identity can be an organisation’s wayfinder to greater clarity, optimism, connection and future alignment.
If it’s time to create something special, to rise above the everyday air-con hum, misbehave and get talked about, then Saturday would love to help.
Saturday is a creative brand agency. They design identities, tell compelling stories and shape experiences that invite people to feel – no matter the channel, medium or environment.
Stephen Grey is an independent Director of Saturday Creative Limited