The entire fast-food category in the United States has lost connection with a demographic that values a brand more for what it does than for what it says. With this in mind, Wendy’s has undertaken a massive campaign to, among other things, redesign its restaurants and refresh its image. This Wendy’sPod design allows people to enjoy Wendy’s sandwiches with both hands while staying connected which ladders up directly to this goal of appealing to a demographic that values classic values and quality on its own terms.

We worked with what we had available to us. We found where we could adjust or redesign existing assets in the most organic and efficient way possible and connect emotionally with our guests.

By creating a small adjustment to the die-strike that makes our clamshell boxes, we allowed our guests to enjoy their sandwiches with both hands while staying connected and enjoying their meal on their own terms. The Wendy’sPod connected today’s hyper-connected consumers with a classic old-fashioned American brand. The design has been patented. (US Patent and Trademark Office Serial No. 62/151,024.)