Wok to Walk began life in 2004 as a tiny restaurant in Amsterdam, inspired by the founders’ travels around Asia. Fast forward to today, and it’s a global food brand with over 100 sites in 20 countries.
Inspired by this ancient form of cooking, the new logo features a wok with a lightning bolt in the middle, which doubles as a signature W. Building on the dynamic mark, Without created a suite of patterns that sit across uniforms, takeaway bags and typographic posters.
A refreshed colour palette introduces new gradients inspired by the cinematography of Hong Kong director Wong Kar Wai. Meanwhile, a new photography style and art direction seek to translate the colours, flavours and emotion of Chinese street food, instead of falling back on tired clichés.
The brand’s renewed emphasis on copywriting also focuses on food quality, seasonal recipes and ingredients, rather than price or meal deals. In this vein, the chefs – who attend circus school as part of their training – have been renamed as Woksmiths to highlight their cooking credentials.
Credits: Agency: The&Partnership Chief Creative Officer: Micky Tudor ECD: Toby Allen Creative Directors: Chris Clarke, Matthew Moreland Production Company: MJZ Director: Gary Freedman DOP: Stéphane Fontaine
Credits: Agency: adam&eveDDB CCO: Richard Brim Creatives: Edward Usher, Xander Hart, Richard McGrann, Andy Clough Creative Directors: Matt Gay, Feargal Ballance Design: King Henry Designer: Dave Robinson Head of Motion Graphics: Ed Christie Motion Designer: Curtis Reeves Production Company: Biscuit Filmworks UK DOP: Daniel Landin Production Designer: Jon Henson VFX: nineteentwenty
Credits: Creative Agency: Bartle Bogle Hegarty London Lead Creative Team: Marc Rayson, Callum Prior BBH Dublin Xreatives: Sam Caren, Aubrey O’Connell Creative Directors: Christine Turner, Kevin Masters Studio Leads: Andy Cooke, Anthony Jones, Rob Wilson Creative Producer: Julian Cave Global Chief Creative Officer: Alex Grieve Production Company: MJZ Director: Fredrik Bond
Credits: Creative Agency: Accenture Song Creative Lead: Victoria Foster Design Lead: Michael Hirst Chief Creative Officer: Nik Studzinski Creative Directors: Luke Ramm, Joe Holt, Robert Amstell, Matthew Lancod Production Company: Hungry Man Director: David Kerr DoP: Simon Chaudoir AD: Phil Booth Production Designer: Jacqueline Abrahams Post Production: Rascal Post ECD/VFS Supervisor/2D Lead Compositor: Andrew ’Barnsley’ Wood
Credits: Creative Agency: Lucky Generals Head of Global Creative: Jo Shoesmith Director: Taika Waititi Production Company: Hungry Man DOP: Mike Berlucchi VFX: Guillaume Weiss
Credits: Agency: TBWA\Media Arts Lab Director: Juan Cabral Production Company: MJZ
Credits: Agency: Wieden + Kennedy London Creative Directors: Freddy Taylor & Philippa Beaumont, Juan Sevilla & Joe de Souza Executive Creative Director: Susan Hoffman Agency Artworker: David Brodie Design Directors: Phil Rosier, Alex Thursby-Pelham Designer: Emma Cope Production Company: Anonymous Content Director: Tim Godsall Editorial Company: Final Cut VFX Company: Time Based Arts
Launched in 2015, Monzo is heralded for breaking the curse of dry, corporate brands in the personal banking sector. Its uplifting colours, down-to-earth voice and intuitive experience marked a clean break with the traditional banks, winning over a generation of millennials and beyond.
The new identity centres on the coral hue that made Monzo stand out in the first place, supported by ‘deep navy’ and ‘soft white’, and a wider secondary palette. Colours have been dialled up in the M logomark, which will be rolled out in touchpoints such as the app icon, though the shape of the logomark remains unchanged.
In terms of typography, the friendly, rounded Oldschool Grotesk was chosen as the display typeface, while a custom version of Universal Sans – Monzo Sans – will be used as the primary typeface for functional purposes.
A “warmer” approach has similarly been taken to the art direction and brand photography, as well as a suite of illustrations created by Ola Dobrzyńska.
Credits: Agency: The Pharm Chief Creative Officer, VMLY&R: Laurent Simon Executive Creative Director: Sara Rose Creative Director: Lee Hanson and Mark Prime Production: Academy Directors: Si&Ad Post Production: Final Cut VFX & Grade: Electric Theatre Collective
Credits: Creative Agency: Havas London Chief Creative Officer: Vicki Maguire Creative Directors: Dan Cole, Andy Garnett Associate Creative Directors: Rob Greaves, Sam Daly Senior Art Director: Richard Gorton-Lee (Chunky) Senior Copywriter: Mark Wilson Senior Designer: Sam Kallen Production Company: Rattling Stick Director: Daniel Kleinman Post production and VFX: Framestore Creative Director: Kamen Markov VFX Supervisor: Jules Janaud