Just Wing It

Branding, Art Direction, Graphic Design {Digital & Print}, Illustration, Experiential

It’s always a pleasure to be involved in a project that has more than a touch of the unusual and that’s exactly the ‘Just Wing It’ project was. We worked with the lovely experiential group The Persuaders to promote Benefit Cosmetics’ new matte liquid Roller Liner product, which can create the perfect ‘wings’.

What others did:

Normally when you think of makeup pop-ups you think of mundane branded stands in the middle of shopping malls, stations and airports where the experience seems anything but personal and has no product connection with its surroundings.


What we did instead:

Instead, we helped create the Instagram-tastic pop-up chicken shop extravaganza, ‘Just Wing It’, which served an unusual mix of wings, courtesy of Benefit’s Roller Liner product and Mother Cluckers’ chicken and vegan wings. We created a special recipe brand which combined Benefit’s  aesthetic of checks, diamond and stripes with visual cues from traditional fried chicken shops.

The pop-up ran for six days, serving over 1750 chicken and vegan wings, and double the number of winged eyes.