Wandr - Building a Bold Wraps-to-Go Brand in Dubai
As part of my leadership role at Klinical, I led the brand strategy and visual identity creation for Wandr - a fast-casual food concept in Dubai that reimagines wraps through a global lens. Designed for Gen Z and Millennial audiences, Wandr blends adventurous flavour with conscious eating and high-speed convenience.
The challenge was to build a lifestyle-driven QSR brand that could stand out in Dubai’s saturated food scene - while capturing a distinct sense of exploration, authenticity, and cultural relevance.
(www.wearewandr.com)
Brand Strategy & Positioning / Brand Naming / Creative Direction (Visual Identity)
Brand Strategy & Positioning
Wandr was built for a new generation of consumers seeking more from their fast food - bold flavours, ethical values, and a brand they can align with culturally and socially. Working closely with the founders, I developed a strategy rooted in movement, curiosity, and modern consciousness.
At the heart of the brand is the positioning line “Slow Food, Fast” - a philosophy that captures Wandr’s commitment to thoughtfully sourced ingredients, prepared with care, and delivered with pace. This strategic foundation informed everything from tone of voice to interior concept and brand behaviour.
Brand Naming
The name needed to be short, memorable, and rich with meaning. Inspired by the act of wandering - both physical and cultural - we arrived at Wandr: a reimagined spelling that feels bold, urban, and unmistakably modern. By dropping the 'e,' the name becomes punchy and ownable, reflecting the brand’s fresh, youthful energy.
Visual Identity & Storytelling
To bring the brand to life visually, I worked with my design team to develop a vibrant identity system anchored by a bold typographic logo and a distinctive mascot - Arty the winged tortoise. Arty personifies Wandr’s core message: a symbol of patience and wisdom, now given the wings to move with purpose and pace.
This playful character gave the brand personality and emotional depth - helping to drive organic brand love and turning merchandise into a cult hit among Dubai’s food and lifestyle crowd.
A New Kind of Fast Food Experience
Wandr has carved out a unique space in Dubai’s competitive QSR landscape - merging style, substance, and story. Built on a clear strategic foundation and brought to life with bold design and narrative, the brand connects with a generation that craves more than just a meal. It’s a brand with movement at its core - and momentum behind it.
Bespoke Visual Identity Design
