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Wendy's/Arby's Group Receives New Brand Identity
October 13, 2008
New York-based KCSA Strategic Communications has completed the new brand identity for Wendy's/Arby's Group Inc., formerly Triarc Cos. Inc. Triarc, the parent company of sandwich chain Arby's, acquired Wendy's International, creating the third-largest fast-food company, with more than 10,000 stores. Wendy's/Arby's Group required a new brand identity "to embody the innovative spirit of both restaurant brands" and "to illustrate the collective strength of the organization for its employees, franchisees and shareholders." KCSA Strategic Communications worked closely with Wendy's/Arby's Group management to define and articulate the shared, core brand values of both Wendy's and Arby's, as well as reference identifiable visual characteristics from each. The brand identity is structured as a form reflective of the "W" and "A" in Wendy's/Arby's. Wendy's/Arby's Group unveiled its new brand to key stakeholders the first week of October 2008.
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DDI visited the new JCPenney department store at Manhattan Mall in New York and spoke with store manager Joe Cardamone. Below is video of that conversation paired with a walk-through tour of the new store. For more on the JCPenney store, look out for DDI's November/December issue mailing out at the end of November.
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