Whiskey Lima Golf is a brand new restaurant in the very smart Rydges Wellington Airport Hotel (our personal favourite when we're in the windy city).
With construction well underway, it needed a name and visual identity system that could be rolled out by its own internal team.
Inspired by the location, we injected humour and lightness to make WLG stand out from Rydges’ corporate personality. Whiskey Lima Golf plays on the aviation code for Wellington, while the wiggly line alludes to the runway (which may appear to bend when landing in 75km/h winds!).
The lightning bolt – the ‘crackle’ – is a visual representation of the sound of the airport public address system. Typography and visual references hark back to 1950s airline posters – the golden age of travel when flying and service in the air was a little bit posh.
We successfully created a design system and guidelines that enabled Rydges to roll out, promote and grow the WLG brand. Customers think it’s cute, the client likes the brand, they love the name and think it’s clever.
Visual mashups of airport icons, call signals and phonetic titles make for a robust yet refined identity system that has the flexibility to work across multiple touchpoints - packaging, menus, social media and animation.