Maverick & Buffalo Wild Wings Revamp B-Dub’s Digital Marketing
Buffalo Wild Wings embarked on a huge brand refresh for 2024. From tone of voice to design and colors, the brand did an entire 180 with its visual identity. B-Dub's ditched the tagline and tone of “Wings, Beer, Sports” along with a very limited color palette of yellow, black and white, and revamped to a more sarcastic, bold and authentic tone of voice along with many more colors, icons and logos. Buffalo Wild Wings came to Maverick and entrusted us to oversee the transition of its digital footprint to reflect this new visual identity, all while carefully considering the consumer’s perception of the brand.
With guidance from our Creative Director, Rodrigo Posada, our team of designers and copywriters received direction from B-Dub's in comprehensively grasping the evolution of the brand. Our approach to the brand refresh involved a gradual integration of new branding elements alongside the existing ones, ensuring that the transition remained subtle to consumers. Activation Window 1 was the first time we were able to lean harder into the new visual identity.
As we began on the transition of Buffalo Wild Wings' visual identity, our foremost objective was to ensure a seamless transition that would not cause confusion among consumers. We methodically introduced new elements and colors gradually, fostering an organic transition. However, this refresh did not come without its challenges, there were bumps in the road when determining the appropriate extent and pace of this shift which demanded continual deliberation and collaboration with the Buffalo Wild Wings team.
Maverick held up our standards of going beyond of what is asked and creating bold, exciting work. In line with the Mavericks' tradition of pushing boundaries, our team helped bring to life B-Dubs new visual identity. We achieved this by crafting innovative designs that narrated a fresh and compelling story for the brand.
