To introduce their new breakfast menu items, Wendy’s invited key influencers to an exclusive event to take a “break fast.” The event featured lounge areas and a food and drink bar.

Inspired by retro diner neon signs, I rendered the graphic to be read as a complete word or separately. The word separated into “break” and “fast” was a cheeky way to overlay its double meaning. Shown here are several rounds of logo explorations, environmental graphic concepts, and event signage.

Extending the neon diner theme, this sample graphic could be used as an event poster. Even better, it can be rendered as a white laser-cut logo in combination with an actual neon sign installed onto a vine covered wall.

An alternate logo exploration.

Ultimately, we moved forward with a version of the following logo.

In the final execution, the Wendy’s name redundancy was removed and the circle mark was made blue.

Various on-site event signage.