This project has a special place in my heart. So much so that in times that I feel like I’m in a creative rut, I think about it to lift my spirits up. Despite working from different parts of the globe, we were able to put our hearts and souls into it. The best part, after 2 months of hard work and sleepless nights, we were rewarded with a heartwarming reunion in Bali. And… the best fries ever.
Enjoy the read.
Can something great be greater?
With Hog Wild, a Bali hotspot famed for delectable pork barbecue ribs and wicked martinis, the question was both an affirmation and a challenge.
Following a corporate shake-up that left the brand in a position of contention, Hog Wild has undergone two major rounds of re-branding in 2014 and 2015. While the efforts were valiant, they weren’t enough to capture the true spirit of the brand. The Agency was then tasked to help define the brand. With great food and drinks as foundation, our job was to bring out the wild in Hog Wild.
Our first visit to Hog Wild showed an understated quirkiness, free-spiritedness and vibrancy that is unlike any of our competitors. But this identified gap was not aligned with the existing brand identity, which focused on functional benefits, much like the competition.
What's in the name?
Hog Wild is a phrase synonymous with excitement, enthusiasm, and letting go. Our strategy focused on leveraging on this innate strength, going beyond the excellence of its food offerings, we were set on defining the brand by its attitude.
The visual stimuli included the birth of Miss Hog Wild, our icon of sassiness and the brand’s official mascot. She is our modern-day Marilyn Monroe. Like the brand, she is equal parts daring and endearing.
The Hog Wild logotype is an expression of “pig on fire” through hand-drawn typography that took countless attempts and even veered towards using “hot” food as instruments. Extreme? Not so when the objective is to See Hog Wild. Suffice to say that our drawing boards were awash with elongated produce (think chili and eggplant) that have doubled up as writing implements.
GoGo. Completely new, yet recognizable.
In the true spirit of letting go, an auxiliary brand GoGo Hog Wild was created. This new dining and retail concept makes it possible for customers to conveniently bring the signature Wicked Ribs to picnics at the beach, to their hotel or villa.
Ms Piggy wall art installation (above).
WIth the new GoGo menu (below) customers get to pick and choose, mix and match, and GoGo their meal as they please.
To Feel Hog Wild, we created a tone of voice that perfectly complements the visual assets. It is the voice of a confident, daring, and innovative brand with a lot of heart. This tone of voice is best exemplified in the Hog Wild Family Dare, a manifesto that is both an uplifting cheer and a passionate haka, depending on one’s state of passion. This articulation is a challenge for each one to live free and celebrate “being you”. It ends with a reinforcement of the brand’s revamped tagline “Let’s Go Hog Wild!”
To preserve the integrity of the Hog Wild brand, we created a brand identity guide detailing visual and language philosophies.
The Hog Wild tone of voice and look were created to elevate the brand and celebrate its uniqueness.
Hog Wild founder and arbiter of taste, Chef Bruno is passionate about ribs as much as he is about martinis.
We created a special corner where guests can literally go Hog Wild and take photos in a Miss Hog Wild outfit, with our Family Dare as background.
Photos by @hogwildwithchefbruno
TRULY, NO ONE ELSE HAS THE BOLDNESS AND SASSINESS TO SAY…
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