When Peckish Wings approached me to refresh their brand, the goal was to transform a small chicken wing food truck into something bold, memorable, and instantly recognisable on the street food scene. They already had a loyal following, but the visual identity and menu didn’t reflect the quality or personality of the food. The challenge was to create a rebrand that captured the energy of the truck, appealed to a younger, food-savvy audience, and stood out in busy markets and festivals. This meant rethinking everything from the tone of voice to the visual identity, ensuring every touchpoint felt cohesive and full of character.

A central part of the rebrand was designing a custom character that would become the face of Peckish Wings. The aim was to create something friendly, approachable, and modern—instantly recognisable while still feeling playful and on-trend. From this core character, I developed a series of variations tailored to each wing flavour, using subtle changes in expression, accessories, and styling to reflect different heat levels and flavour profiles. This system gave the brand a flexible visual language, allowing each product to feel distinct while still clearly belonging to the same family.

Alongside this, I reimagined the menu to better communicate the offering in a fast-paced street food environment. Instead of a basic list, the new menu was designed with clarity and personality in mind—pairing bold naming with the character variations to guide customers through the range. The layout was carefully structured for quick readability, with strong hierarchy, vibrant colour, and clean typography ensuring it could be easily used across printed formats. The final result was a cohesive brand and menu system that not only elevated Peckish Wings visually, but also enhanced the overall customer experience.