A new fast food restaurant has launched in Hammersmith Broadway, London, with branding by Nottingham design agency Pure. The project was a departure for Pure from its core offer as a specialist in brand and packaging design.
The concept, called Wonderbunz, is the brainchild of restauranteur William Chow owner of the Banana Tree chain of restaurants, working in conjunction with Head of Operations, Richard Doyle.
Drawing on William Chow’s 25-years of culinary experience, Wonderbunz mixes Chinese and Indonesian cooking influences in a move to shake up a fast food scene full of predictable food-to-go and burger places.
The Wonderbunz menu is based around heartily filled steamed Bao buns, which are Chinese in origin and have a taste and texture like bread – described by one food writer as ‘the best sandwich you’ve never tried’.
Although Nottingham based Pure has extensive credentials in food-to-go brand design, this is first fast food brand developed by the agency. The project included logo creation, signage, colour palette development as well as sketching options for interiors and devising the customer journey on in-store ordering screens.
Although Wonderbunz reflects a society more aware of different foods and more open to trying new things the interior design avoids cultural references relating to the food on the menu. Instead the design of Wonderbunz gives it an instantly credible presence on the high street to compete with ubiquitous fast food chains. Yellow was chosen as the predominant colour because of the strong associations that already exist between this colour and the fast food sector.
“We encapsulated the unique food offer in the logo but the restaurant environment employs colours and structures that are familiar to everyone to give the brand mainstream appeal,” said Pure’s Creative Director, David Rogers.