A&W Canada Urban Prototype
Legacy Brand repositioning, Prototype Development, Graphic Communication![](https://freight.cargo.site/t/original/i/4ba52851558df8f5c463b1a10e4dee08f802a4d924de4b39ff7d2dcbc65961ed/A-W-INT1_s.png)
![](https://freight.cargo.site/t/original/i/95f79b77fa1375b2708e11fafd8e3e279eb1364a1e0804eda5382beb8d4b1b53/A-W-INT2.png)
![](https://freight.cargo.site/t/original/i/f6658659fc4bf7b9b548a0c86f7f8df20f38e31d5506c7b53a8df587c3519b1f/A-W-INT5.jpg)
![](https://freight.cargo.site/t/original/i/ed86111e5da7b61971f0ea9d1a6c688bd5022e97b6f4878a7c455ca438d2b96a/A-W-INT8_s.jpg)
![](https://freight.cargo.site/t/original/i/846c56ba9aa307d99d20a234d8dc9a555e31806fa91159c34b6a2fc6ae22c350/A-W-EXT4_s.jpg)
![](https://freight.cargo.site/t/original/i/ed1383719b00dcfd92b26f5850c5955929658692af6f544fe0366ba98f0f3861/A-W-INT6_s.jpg)
![](https://freight.cargo.site/t/original/i/5704a4f45ff7a398f7908d41d28a812920974d271ccaa004f85e6ee065181686/A-W-EXT1.jpg)
![](https://freight.cargo.site/t/original/i/3babbec8936f7594a855dc181299a9cbc2683d7fc3d7a0296a5987646fff1577/A-W-INT4.jpg)
Cultural Re-branding
Canada has a bigger and better plan for A&W brand than its counterparts in the US, where the brand was born. As a brand beloved by the boomers, A&W has a significant stake in the Canadian market. In the long run, as the demographics change, A&W must communicate the brand to new, mostly foreign customers that do not have a clue about the brand heritage, especially for the urban market.
Our team came up with a strategy to reintroduce this brand to this market. A sense of grit was added to the familiar brand language, resulting in a unique dichotomy of urbanism.
The everyday design language became fresh again, giving an old-school cool feeling to this brand that relates, educates, and nurture this place as an ultimate hang-out.
Collab Partners
A&W Canada Team, FRCH Specialty Design Team
Design Process
![](https://freight.cargo.site/t/original/i/4c28a858fac810feeeb0100e11d81aef97a8235a8f4177f33f5b3dc1451982de/A-W-URBAN-PNG_Page_01.png)
![](https://freight.cargo.site/t/original/i/b4a2479be6daa7fd77a0e91a48c9ca117db37b76f70c49d98701910b0783eb10/A-W-URBAN-PNG_Page_02.png)
![](https://freight.cargo.site/t/original/i/e5b39c8f53a9436353356f1b8d55ba8fd70eb025f8eb0ccda4645b8aabbe81b0/A-W-URBAN-PNG_Page_03.png)
![](https://freight.cargo.site/t/original/i/c636aec8e19408fa2b660f386bf6b83e546cdfeab2dce37b051dd66fff00a752/A-W-URBAN-PNG_Page_04.png)
![](https://freight.cargo.site/t/original/i/9b0dec33a8d2197c462664521b072f1e8298b6275b4f4b23de78b2682d1f39c9/A-W-URBAN-PNG_Page_05.png)
![](https://freight.cargo.site/t/original/i/2566e41c94c06008f40127e1044291d3aa7c8686a4e541f1827916237eb47ada/A-W-URBAN-PNG_Page_06.png)
![](https://freight.cargo.site/t/original/i/be6d78e5c01f6f9b8cc27c63d454343500c1e916b2dc6dcbf08f91c50e8c37cb/A-W-URBAN-PNG_Page_07.png)
![](https://freight.cargo.site/t/original/i/adcaf2827cb880b116fef305cf26d1ca1584f8e0fd3b9738ae73a565e254cd3f/A-W-URBAN-PNG_Page_09.png)
![](https://freight.cargo.site/t/original/i/73cf4b254a4e42f656295db379948f57c219662764cf768ad6dc0bbdd9c0ffea/A-W-URBAN-PNG_Page_10.png)
![](https://freight.cargo.site/t/original/i/d38945b0c2e2c9a5c9317fa0a1ff708c44e7d992df5768603f4c46a4031c8e5d/A-W-URBAN-PNG_Page_11.png)
![](https://freight.cargo.site/t/original/i/73cf4b254a4e42f656295db379948f57c219662764cf768ad6dc0bbdd9c0ffea/A-W-URBAN-PNG_Page_10.png)
![](https://freight.cargo.site/t/original/i/b1fbf162d32f55d61bdfa73335ade0791742d10ce8675c0f0a4962433f8b63e9/A-W-URBAN-PNG_Page_12.png)