# Seasonal wings → permanent menu

Canonical webpage: https://8gnc.io/work/wingstop

![Wingstop logo](https://8gnc.io/cdn-cgi/image/width=600,quality=88,format=auto/images/identity-review/project-polish/wingstop-color.webp)

# Seasonal wings → permanent menu

Trailers, franchise kits, fan participation, and live playoff placements gave two limited-time flavors a larger life.

[See what changed](https://8gnc.io/work/wingstop#section-situation)

![Wingstop Chili-Lime Billboard Campaign](https://8gnc.io/images/identity-review/final-selection/WS01.webp)

## What had to change.

Chili-Lime and Mango Habanero had a short sales window. The campaign needed enough momentum to make each release feel worth following.

## The Brand Idea.

Trailers, franchise kits, fan participation, and live playoff placements gave two limited-time flavors a larger life.

![Mango Habanero / campaign print for Wingstop.](https://8gnc.io/images/identity-review/final-selection/WS01.webp)

![Chili Lime / outdoor campaign for Wingstop.](https://8gnc.io/images/identity-review/final-selection/WS02.webp)

![Wingstop: Wingstop identity](https://8gnc.io/images/identity-review/approved-portraits-r3/WS-P01.webp)

![Wingstop: Heat meets citrus](https://8gnc.io/images/identity-review/approved-portraits-r3/WS-G04.webp)

## What we built.

1. Identity & DesignCreated propaganda-style posters and motion assets that made each flavor feel like an event.
2. Activation & GrowthBuilt campaigns turning limited-time wings into cultural moments, lifting social chatter 1,026%.

## A campaign people could see.

Outdoor, posters and print keep the campaign recognisable across public surfaces.

![Mango return / street poster pair for Wingstop.](https://8gnc.io/images/identity-review/final-selection/WS13.webp)

![Mangonero rally poster for Wingstop.](https://8gnc.io/images/identity-review/final-selection/WS07.webp)

## The campaign, in hand.

Campaign kits bring the same messages into physical formats.

![Mangonero / fan kit sleeves for Wingstop.](https://8gnc.io/images/identity-review/final-selection/WS11.webp)

![Chili Lime / enamel tray and campaign card for Wingstop.](https://8gnc.io/images/identity-review/final-selection/WS12.webp)

## The campaign, worn.

Apparel studies extend the campaign language into fabric and print.

![Mango campaign / cotton shirt front and back for Wingstop.](https://8gnc.io/images/identity-review/final-selection/WS04R.webp)

![Wingstop: Mangonero, front and back](https://8gnc.io/images/identity-review/approved-portraits-r3/WS-G02.webp)

![Wingstop: Mangonero — the activist bandana](https://8gnc.io/images/identity-review/approved-portraits-r3/WS-G05.webp)

![Wingstop: Mangonero / pulled down](https://8gnc.io/images/identity-review/approved-portraits-r3/WS-G08.webp)

![Wingstop: Mangonero / mid adjustment](https://8gnc.io/images/identity-review/approved-portraits-r3/WS-G09.webp)

## Heat beyond the headline.

Packaging and window studies carry the food and campaign expression together.

![Mango campaign / takeout packaging for Wingstop.](https://8gnc.io/images/identity-review/final-selection/WS03.webp)

![Wingstop: Chili Lime in the window](https://8gnc.io/images/identity-review/approved-portraits-r3/WS-G03.webp)

![Wingstop: Chili Lime — a squeeze of heat](https://8gnc.io/images/identity-review/approved-portraits-r3/WS-G06.webp)

## What changed.

1. +1,026%Social ChatterMassive engagement spike

See the full result record

- Social chatter increased by 1,026%
- The campaign system was reused across seasonal flavor releases

## The people behind the work.

Michael Sebastian

Creative Director

### Image credits

Michael Sebastian — graphic designer on the original campaign work.

Michael Sebastian — graphic designer on the original Wingstop work. Original campaign team: Barkley.

Michael Sebastian — graphic designer.