Branding

Client
Sputnik

Year
2024

The entire identity is built to shout, not whisper. It’s confident, direct, and built for environments where energy is everything — bars, stadiums, tailgates, and late-night food runs. This branding ensures Atomic Wings stands out in a saturated space by owning its space boldly..

ATOMIC WINGS is a fast-casual restaurant chain founded in New York City in the late 1980s, originally created to bring authentic Buffalo wings to the East Coast. Over the years, it’s grown into a recognizable name in the wing game, especially in the tri-state area and beyond, carving out a niche with its focus on bold heat levels, crispy wings, and a no-nonsense sports bar vibe.

We wanted to stay true to who they are while still moving the needle foward. We doubled down on the bold aspect they are true to and created a vibrant and energetic brand dedicated to delivering the ultimate experience in wings, beer, and sports.

CLIENT

Typography

Primary

Editorial New

ABCDEFGHIJKLMN
OPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz
0123456789!@#$%^&*()

Years
1957, 2020

Foundries
Monotype, Very Cool

DESIGN PROCESS

The logo combines a explosion + bomb + chicken icon — a nod to explosive flavor and bold expression. The spiked top symbolizes an "atomic" burst, while the compact shape keeps it simple and iconic. It balances between retro Americana and modern minimalism, ensuring flexibility across applications.

Navy Blue
#18264F

DESIGN PROCESS

For Atomic Wings, the color palette isn’t just about aesthetics — it’s about emotion, energy, and appetite.

Each tone was selected to reinforce the heat, hype, and high-octane experience of the brand.

Colors

Cream
#F6EDCC

Brown
#493B37

White
#FFFFFF

Secondary

DESIGN PROCESS

For the typographic direction, I chose a narrow bold sans-serif to maximize impact and modernity. It’s aggressive, tall, and punchy — just like the flavor profile.