Case Study
Magic Wrap has been a well-loved name in Cardiff’s food scene for years—known for fast, flavour-packed wraps with a loyal student and office crowd. But as the business grew—opening three locations across the city and refining its menu—the brand’s original identity no longer reflected the quality or ambition of its food. We were approached to lead a complete brand repurpose. While the original look had personality, it lacked focus. The wraps—delicious, fresh, filling—weren’t visually or verbally the star of the show. Our goal: bring the wraps to the centre of the story, and create a vibrant, flexible brand system that would work across digital, in-store, and marketing materials.
Retaining the original logo, the brand was repurposed and evolved to reflect the offering more effectively
Putting the. magic back into the wrap
We kicked off with strategic repositioning—shifting the narrative from “quirky lunch spot” to becoming a serious contender in Cardiffs crowded high street food market. Developing a complete brand evolution that re-focussed the brand around its product:freshly made, generously filled wraps. The new visual system uses bold product photography, chunky typography and a graphic-led, energetic layout style that puts the wrap front and centre. The tone of voice evolved to be confident, flavour-focused and witty, keeping the charm of the original but giving it more direction. Core messaging was developed around freshness, variety, and craveable combinations.
Featured personality
Magic Wrap regularly add a series of limited edition ‘feature’ wraps to the menu, complimenting the main brand for the feature wraps we devised a style that gives each feature wrap it’s own personality. As the feature wraps are based on international flavours or are seasonal, this allowed us to create a playful identity for each wrap, the colour palette steps away from the core brand but retains the vibrancy and punchiness of the core Magic Wrap brand.
Menus that move you
Animated menus for instore menu screens and promotional offers with a focus on user experience and visual hierarchy. The menu animations are subtle and refined, ensuring they don’t distract customers while still adding a sense of fluidity and polish. Layered transitions seamlessly cycle through combos and daily specials, without distracting. In contrast, the promotional screens offer more freedom for bold, eye-catching animations—used strategically to attract attention and highlight key deals or limited-time offers.
Grab attention, grab a wrap
For Magic Wrap Cardiff, incorporating engaging motion design into their digital menu boards adds personality and draws attention to featured items, promotions and seasonal specials. Animated menu boards grab attention, highlight new products, and create a sense of freshness and energy that reflects the vibrant brand identity. Motion design for inshore menu boards isn’t just decoration, but a powerful tool for boosting sales and engagement.
New brand direction, new website
As part of the brand refresh we also designed and built a brand new website, again focussing on and showcasing the product and a hub for new offers, deals and feature wraps, the content management system allows for simple and fast updating of offers, wraps on the menu and new limited edition feature wraps.
Taking the magic indoors
As well as the exterior, we also designed, produced and fitted a range of striking vinyl graphics and decals to add vibrancy and wayfinding around the restaurant. We specified accent colours for walls and alcoves to add further punch to the interior design.
The Magic Wrap brand repositioning is a case of realigning energy with purpose. By repositioning the brand around its core product, we created a system that’s built to grow, flex and stay fresh—just like the wraps. Now with a clearer voice, a bolder look, and better tools to market and serve, Magic Wrap is set for the next stage of its Cardiff journey—wrapped, ready, and rolling.
