Wingstop Flavorfest - 2019
Visual Design, Graphic Design, Illustration
Programs Used:
Figma, Photoshop, Adobe XD and PlaceIt
Wingstop, a fast-food chain of flavored chicken wings, asked several college students and I to create a social media campaign for its food products during a three-day event in Chicago called One Club Creative Bootcamp, which was created in collaboration with the ad agency, Leo Burnett.
Throughout the three days, I worked as the lead visual designer within my team, all while helping create the AR technology Snapchat filte to show the Lemon Pepper flavor on a user's phone screen. In addition to this Snapchat filter, my team and I also developed a social campaign called the Flavor Fest.
Introduction
Wingstop, a chain of restaurants specializing in flavored chicken wings, asked several college students and I to create a campaign during a three-day event in Chicago called One Club Creative Bootcamp that was partnered with Leo Burnett. The client gave us a brief as in the following:
Brand Promise:
Freedom to explore flavor without boundaries
Objective:
Make College students aware of Wingstop so they consider it for their next meal.
Target Audience:
College students (Age 18-24) who actually enjoy good and flavorful food.
Our Challenge:
Students don't like to sacrifice flavor for convenience. College life can be challenging but when possible, they like to enjoy good, flavorful food, but it has become a habit to sacrifice good flavor for a quick meal.
Insight:
College is a time to explore and have new experiences and at Wingstop, we believe that flavor is something to be explored without boundaries or limitations
The Brand Idea:
WHERE FLAVOR GETS ITS WINGS
Note: My team and I are not the owners of the Wingstop brand and assets. We have signed agreements to use Wingstop's brand appropriately. All rights reserved.
User Research
Before launching the campaign, my team and I wanted to learn more about the target audience. We used methods like Google Forms and asked many what, where, and why questions to know why these students order their fast food online. According to some of our data of 31 users:
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38.7% often have fast food a few times a month.
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71% rather take out than eat in a restaurant.
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45% buy food for its taste rather than the price (19.4%) or convenience (12.9%).
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45% don't like eating at their campus restaurants.
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67% say the reason they leave their campus is that many of the food they crave is not offered on their campus.
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About 35% order their food online once a month.
Early brainstorming sessions on the target demographic and the campaign
Sketches and Wireframes
"Add Flavor to Make Everyday Fun!"
Our Main Idea Statement
Final Ideas, Executions, and Design:
After three days of researching and brainstorming, we developed our idea and execution for the campaign. We created the Flavorfest, an interactive experience that celebrates the flavor and fun in college life.
How does it work?
When a user's college enters a challenge on Instagram, they must follow the day's challenge (they can include the hashtag #AddFlavor if they want). The colleges to successfully finish the challenges will move onto the last challenge, with the winning school receiving a Flavorfest for the student body.
What's in the Flavorfest?
The Flavorfest will be a carnival and cookout. In the carnival section, there will be flavor-inspired games like Wing Toss, Dunk Tank, and Balloon Pop. In the cookout, Guy Fieri will host the Wing Competition and the food stalls. The fest will be hosted by the rapper Rick Ross, a fan and an owner of nine Wingstop franchises.
Flavorfest
Mockups
