How do you rebrand a restaurant that features one of the most recognizable mascots in Foodland? Simple: you simplify.

I took my digital scissors, clipped his famous curl and flattened the design across the board to create a new shorthand icon for the entire brand.

The “Swoop” was born.

Next came the T-Shirt Test (if looked cool on a shirt, it was a keeper). Then offerings around the Swoop expanded to packaging.