Fast food chains like to give their logos a new makeover every once in a while. Wendy’s is the latest restaurant to try to switch things up with its iconic redheaded mascot.
Wendy’s returned to the United Kingdom for the first time in over 20 years in 2021. To celebrate a new store location in the hip London neighborhood of Camden, the brand wanted to create something unique to the area known for music and fashion.
That’s where Emo Wendy arrives. Now seen as a social media meme, the fringed hairstyle came from a partnership with the ad agency VMLY&R and the artist platform Camden Open Air Gallery. Wendy’s UK asked customers to vote for what they wanted to see as the revamped logo’s new do. Three different looks were designed and Twitter followers voted on which Wendy should be the face of the Camden location.
“As a new brand entering such a culturally-rich neighborhood, it was important for us to show respect for the community and showcase the genuine excitement we have to become a part of it,” Tony Barr, Wendy’s senior international marketing director for APMEA & Europe, said.
Customers chose the punk version of the logo over the bouffant quiff and emo looks but Emo Wendy is what really captured everyone’s hearts. The angsty mascot also landed her face on the wall alongside Punk Wendy.