Waa Cow! is a fine-casual restaurant offering Singapore’s first flame-torched wagyu beef bowls. It serves top quality ingredients and innovative creations in a fun and casual environment. As Waa Cow! approached its fourth year of operations, the young and visionary founders reached out to The Outsiders Co. to establish its branding.
What's the beef?
The brand audit revealed that Waa Cow! needed clarity in their target audience. The team at Waa Cow! wanted to position themselves as a premium brand, offering high-quality food in the central business district. At the same time, they wanted to retain a casual and fun personality. Balancing these dichotomies became the main challenge that our branding team had to address.
Donning a new look
With its existing logo, we developed the submark and symbol that encapsulate Waa Cow!’s unapologetic and fun personality. Through the careful selection of colour palettes and typography sets, the brand has successfully struck the perfect balance of sophistication and fun. The brand patterns were designed to bring out Waa Cow!’s unique selling point — the flame torch. Through the applications of these patterns, Waa Cow! would be able to expose their target audience to subliminal branding.
All guns blazing
After developing Waa Cow!’s brand identity, we worked closely with the founders to execute its application. The new identity has since been rolled out in the form of takeaway coffee cups, menu, takeaway bags, and gin packaging. The branding team also offered advice on the layout of the new store.
Upon conclusion of the branding exercise, Waa Cow! went on to open a new outlet at Change Alley, at the centre of Singapore’s business district. It is currently serving the target audience that was identified during the brand positioning workshop. The new identity has also helped to position Waa Cow! as a sophisticated brand which definitely knows a thing or two about having fun.
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