Josef's Buffalo Wings — Full Brand Identity, Hamburg

Josef's Buffalo Wings — full brand system: mascot logo, packaging, restaurant interior, motion, and social.

What They Came With:

No logo. No colour system. No visual language. Just a product worth believing in, and a category already owned by Buffalo Wild Wings. The brief: build a restaurant brand identity that reads as its own, halal-friendly from the first glance.

The Colour System:

Green wasn't a style choice, it's a halal-branding signal. The fastest way to say "halal" without saying it, and the anchor for the entire visual identity.

The Mascot Logo:

Face, not full body, for a mascot logo that holds up at packaging and app-icon size. Rounded character design over sharp edges, because sharp reads aggressive, not family-friendly.

Three Marks

Mascot logo, emblem badge, and full lockup, three registers of one brand identity, built for the places a full character mark is too casual to sit.

Packaging Design:​​​​​​​

The part of the restaurant that leaves the building. Boxes, bags, and wing tubs, packaging design built to read as one brand long after the meal ends.

Interior & Facade:

Phoenix Center first, Europa Passage second. The second build wasn't a second design; the system already existed, so opening a new restaurant location became a matter of applying it.

Animated LED Menu Screens:

Static graphics get walked past in a mall. Motion graphics don't. A deliberate choice for a moving-crowd environment, not a decorative one.

Social Media Design:

Built for the feed, not cut down for it. Vertical-first social media content, shot for the platform, carrying the same mascot, colour, and type as the packaging and the walls.

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Where It Landed:

Zero to ~4,800 followers in two years and six months, on original content alone. One restaurant to two, the second funded by the first. Word of mouth became its own channel.