MIDCOAST WINGS
Ghost Kitchen Goodness: Creating a Restaurant Without Walls
Project Overview
The idea of virtual restaurants, ghost kitchens – whatever you want to call ‘em – was around before COVID hit. But it was the pandemic that pushed them into primetime. When two longtime clients, EatStreet and Great Dane Pub & Brewing Co., decided to launch a ghost kitchen, they turned to us to bring it to life.
From naming and identity to social activations, site design and PR, we built the brand model that sparked the creation of multiple – and successful – ghost kitchens.
BRAND IDENTITY
Web Design & Development
Social Content
Public Relations
We cooked up some Midwest magic, creating a clean, cool look and feel. This was incredibly important, given we didn’t have a physical restaurant to reinforce brand credibility.
We needed to build a brand that could stand on its own, given it would only live online. Given the freedom to create everything from the name to the packaging, we dug into what was missing from the market.
We created a local wing joint that played on comfort – with a pinch of edginess. Coupled with hand-crafted sauces and great recipes, we helped Midcoast Wings become the most successful restaurant launch on EatStreet.
We launched with lots of love for the people. With our big ol’ box of wings, local food influencers shared Midcoast Wings with Madisonians, giving them a chance to win all the wings.
