Buffalo Wild Wings Rethinks Their Playbook

As the dining market has become increasingly competitive, Buffalo Wild Wings knew they needed to make a play to continue their reign as “The Great American Sports Bar” for game day. By focusing on the guests, ChangeUp helped better articulate BWW’s position in the market and crafted a playbook to help deliver a game time experience worth sharing. Outwardly expressing the new brand strategy, a refreshed visual identity system signals change and enables consistent execution across a range of media activations. The new graphic style is as distinctive as it is appealing, delivering a mouth-watering message and keeping the theme that ‘wild’ is our middle name.

Services Provided

  • Logo & Identity System
  • Consumer Insights
  • Experience Design

The brand refresh extends into the restaurant environment. The new space has been re-envisioned to reflect how sports are viewed today. A new, relaxed zone caters to the growing e-sports community and stadium-style seating creates a feeling of being in the stands during a big game.

A Place for True Fans

Reconnecting with what matters most to fans was the key to strategizing for the future of Buffalo Wild Wings. By focusing on the guests, we helped Buffalo Wild Wings to define and articulate their position in the market. By crafting a playbook to help deliver a game time experience worth sharing, we created an experience that encourages guests to meet up, let loose, and bond over food and drinks.

The Inspire Brands team is thrilled with the future direction of the Buffalo Wild Wings brand as they continue down this path:

“The team truly understood the core essence of our brand and connected it with our fans’ passions in ways that exceeded my expectations through the brand identity project.”


Chris Fuller
SVP, Head of Communications
Buffalo Wild Wings