Buffalo Wings & Rings
from the Herd
Blazing a New Trail
In a category long dominated by bro-friendly bars and less-than-imaginative menus, Buffalo Wings & Rings needed to change the game. We helped elevate the sports-restaurant franchise to the “club level,” with a VIP fan experience that appealed to a more-discerning, family-friendly clientele.
How We Got There
We immersed ourselves in the world of wing joints and sports bars and found that the category was flush with dimly lit dining rooms and loudmouthed dudes—not the optimal place for kids. In response, we helped Buffalo Wings & Rings find higher ground as a sports restaurant by creating a new brand foundation and design assets, bringing the brand to life in an unexpected way that scored points with families and sports fans alike.
To amplify the new club-level positioning and modernize the brand, we crafted a mouthwatering photography style that champions the delicious and intriguing chef-driven recipes and tells a story of families and friends enjoying the VIP treatment.