Sticky Fingers Wagga Branding
Branding Services
INDUSTRY
CLIENT
YEAR
Overview
In Wagga's competitive food scene, corporate chains dominated, making it challenging for independent eateries like Sticky Fingers Takeaway to thrive. Owners Matt and Jaz rebranded from South City Takeaway to better reflect their passion for metal culture while appealing to a broader audience.
Challenge
Matt and Jaz had built a loyal customer base over three years at South City Takeaway. However, their branding used an illegible font that hindered their visibility in Wagga's competitive food scene. Moving to the Tolland shops presented an opportunity to capture an underserved market. Still, they needed a positioning strategy that would differentiate them from the international chains dominating the city.
The challenge was to create a metal-inspired brand identity that remained accessible and readable while also reflecting their authentic personalities—without alienating mainstream customers in a more conservative regional market.
Personality-driven branding strategy that integrated their love for metal into an authentic brand identity
Solution
Establishing an anti-corporate brand position requires strategic authenticity and a contrarian approach. At Gould Co., we focus on personality-driven positioning to create genuine connections, which are essential when competing against established chains.
Our solution was to embrace hand-crafted aesthetics in a digital world, utilising analog techniques to create unique visual elements. We drew inspiration from metal music culture while ensuring readability, resulting in a logo system that represents alternative culture while highlighting quality and accessibility.
Additionally, our design approach included strategic geographic positioning, the integration of QR technology, and precise identification of gluten-free options. This reflects the owners' commitment to serving an underserved demographic with convenience and dietary sensitivity.
incorporating QR ordering system for easy ordering and quality management.
We develop a visual system that enables modularity and continuity across all designs.
Through custom design elements, We can deliver authentic experiences and elevate the brand's premium appeal.
