Some details
World Wrapps, a West Coast restaurant chain and a pioneer in the creation of gourmet wraps, has been tempting San Francisco foodies since the early 1990s. In 2017, the original owners, three longtime friends, are back to boldly take the chain into the future. One of their first tasks: reposition the brand to show that World Wrapps’s days of innovation aren’t behind them.
In order to recapture the hearts, minds, and
appetites of guests, the new brand positioning highlights the global nature of the restaurant’s flavors. We summed this up in a new tagline: Destination Flavor. Travel served as inspiration for an update to the brand positioning and brand identity. The logotype’s stamped texture was inspired by street food signage mixed with a passport stamp, while the color palette conjures images of a Moroccan spice market.