New food brand Wicked Kitchen wished to target Millenials while capturing the authenticity of the street food culture. Brandimage helped Wicked Kitchen establish itself as a bona fide brand for this generation.
Brandimage positioned the brand as edgy, intriguing, slightly mischievous but approachable brand with an easygoing sense of humor. Leveraging the insight that Millennials are seeking authenticity not only in the product but in the company itself, Brandimage explored different archetypal perspectives for platform development: explorer, creator and jester.
The outcome was a highly ownable brand based on this consumer’s love of humor and bold flavor that engaged on multiple levels. The Wicked Kitchen food truck has been wildly successful and serves as an exceptional incubator for recipe research as it travels around the country.