The major American hamburger brand Wendy’s recently got a new makeover for the brand’s eighth UK restaurant recently opened in the London borough of Camden. The famous pig-tailed red-head girl on their logo has been made over to look as if she stepped out of the photo shoot of a punk rock magazine from the 80s.
The idea of giving Wendy a mohawk makeover is to pay homage to the birthplace of punk and represent its enduring independent spirit and eclectic fashions throughout the years. Camden is the offbeat centre where punk rock first took off and continues to be home to anyone who felt a little different from the rest.
The opening of the new Wendy’s store in Camden is celebrated by painting the side of a wall in Camden with three Wendy’s sporting spiked hair, a bouffant and the classic emo fringe. The American marketing and communications agency, VMLY&R created the mural alongside Camden Open Air Gallery (COAG) in a bid to establish Wendy’s right in the heart of London’s eccentric art and global food scene.
Dayoung Yun, the creative director of VMLY&R says that their collaboration with Wendy’s has helped them embrace the creativity at the core of the borough. She says that the agency is proud to have worked with COAG, the inspiring artists’ group that agreed to give Wendy’s iconic red hair a makeover.
Wendy’s sees this as an important move to show their respect for the community and showcase the genuine excitement of entering such a culturally-rich neighbourhood. The artwork will remain a part of the Camden street-art scene until early July. The brand has also started a vote on its Instagram to let followers decide on which of these new designs be the permanent look for the new restaurant.
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