On the eve of WKD’s 20th anniversary, research revealed that consumer interests and demands had changed significantly since the brand launched. In order to shed their maverick image and cater to their target market of 18-24 year olds, WKD needed to change with the times. No tidy-up or re-launch here; across the brand’s design and visual identity a reinvention was in order.
As a refreshing energy lift, it became clear that WKD’s purpose is as a catalyst for fun, a kick-starter for liberated and spontaneous nights out. To connect with our audience, we needed to inject that meaning into the brand.
Our solution was the exclamation mark: transforming the existing logo into a representation of the brand’s sense of fun and excitement. This bold and versatile icon became the canvas for a range of brand expressions, unlocking the vibrancy that the brand was known for and bringing it to life across everything from the bottle caps to the brand’s revitalised social media.