Wandr - Exciting Wraps-to-Go QSR in Dubai, UAE
I had the pleasure of leading the brand creation for Wandr, a wraps-to-go quick-service restaurant in Dubai that blends globally inspired flavours with a commitment to quality, sustainability, and adventure. The challenge was to build a lifestyle-driven food brand that not only stood out in a competitive market but also captured the spirit of exploration, authenticity, and conscious eating. With a “Slow Food, Fast” ethos, Wandr redefines fast food—offering thoughtfully crafted, high-quality meals that fit seamlessly into modern, fast-paced lifestyles.
(www.wearewandr.com)
Brand Strategy & Positioning / Brand Naming / Visual Identity / Packaging Design / Brand Styling & Theme
Brand Strategy & Positioning
Wandr was built for a new generation—Gen Z and Millennials—who seek bold flavours, ethical food choices, and a brand that reflects their adventurous mindset. These consumers value quality, sustainability, and global influences while still craving on-the-go convenience.
Working closely with the founders, I developed a brand strategy that merges the excitement of travel with the practicality of fast-casual dining. The result was the tagline “Slow Food, Fast.” This message captures Wandr’s philosophy—carefully sourced ingredients, prepared with precision, and served with speed, without compromise.
Brand Naming
The challenge was to create a name that felt modern, memorable, and deeply connected to exploration and movement. Inspired by the concept of wandering and discovery, I arrived at Wandr—a reimagined spelling of "wander" that brings a fresh, urban edge while maintaining the spirit of curiosity and adventure. By dropping the ‘e,’ the name feels punchy, bold, and unmistakably contemporary, perfectly aligning with Wandr’s trend-conscious, globally minded audience.
Visual Identity
Wandr’s visual identity needed to be bold, energetic, and instantly recognisable. The typographic logo was designed to stand out in the fast-casual food space, while the brand’s signature mascot, Arty the winged tortoise, adds personality and depth.
Arty embodies the “Slow Food, Fast” concept—a creature known for its patience and wisdom, now given the wings to move at speed. His playful yet stylish presence brings warmth to the brand, making Wandr feel approachable, unique, and full of character. This distinctive identity has been a powerful tool for engagement, helping the brand build a cult-like following, with branded merchandise featuring Arty becoming a standout hit in Dubai’s bustling food scene.
With its unique identity, bold positioning, and vibrant storytelling, Wandr is carving out its place in Dubai’s competitive food market. Designed for a generation that seeks flavour, authenticity, and adventure, the brand delivers an experience that goes beyond food—it’s a movement that redefines fast-casual dining with meaning, quality, and excitement.