We partnered with Buffalo Wild Wings to reposition and evolve the original American sports bar — from the in-store experience to a refreshed brand icon.

The work brought the brand into an increasingly digital-first world, introducing a flexible arsenal of assets designed to adapt to the fast-moving nature of sports entertainment. At the same time, we preserved the heritage of the brand by elevating familiar elements the audience already had a strong affinity with.

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The project established a new typographic language inspired by the world of sport, alongside an illustrative style that celebrates the tactile, loud energy of the Buffalo Wild Wings environment.