Brand Strategy & Positioning

Wandr was conceived with the energetic, globally conscious Gen Z and Millennial audience in mind—individuals who care deeply about where their food comes from and how it’s made but also crave convenience and adventure. I worked closely with the founders to define a strategy that combined the essence of travel with a fast-paced lifestyle, leading to the tagline "Slow Food, Fast." This message encapsulates Wandr’s commitment to offering carefully prepared, delicious food that fits seamlessly into the fast-moving lives of its customers.

Brand Naming

For the name, it was essential to find something short, catchy, and memorable, yet reflective of the brand’s spirit of exploration. Inspired by the concept of travel and adventure, I arrived at Wandr—a twist on the word "wander" that conveys a sense of curiosity and movement. By removing the ‘e,’ the name took on a modern, urban feel, perfectly resonating with Wandr's youthful, trend-conscious audience.

Visual Identity

The visual identity needed to be bold, vibrant, and reflective of Wandr’s dynamic positioning in the market. I designed a typographic logo alongside an energetic mascot—a winged tortoise named Arty. Arty embodies the “Slow Food, Fast” ethos with a playful and approachable design that brings the brand’s core message to life. His fun, memorable character has been particularly popular on branded merchandise, helping Wandr build an instantly recognisable identity in Dubai’s bustling food scene.

With its unique identity and positioning, Wandr is now poised for success in Dubai’s competitive market, appealing to a new generation of food lovers who seek quality, adventure, and convenience in their dining experiences.