Wings has been a gathering place for travelers across Mexico’s airports for over 50 years. It began as a one-of-a-kind experience where travelers were able to enjoy their meals inside an airplane cabin. Over time, the brand evolved, but its true transformation came when we recognized an overlooked opportunity, to embrace its status as the only restaurant truly born in an airport —a space tailored to the diverse needs of the modern traveler.
For its latest transformation, we refreshed its visual identity to reflect a modern and functional experience while preserving the warmth that defines it. Blending nostalgia with modernity, vibrant tones with rounded shapes, the new identity exudes warmth through a clean, structured composition. Inspired by mid-century modern design, it reinforces a welcoming yet contemporary character.
From our custom wordmark—subtly reminiscent of classic diner signage—to every brand application, we’ve aimed to strike a balance between nostalgia and modernity. The result is a brand image that feels both familiar and relevant today. This balance is present in every application, from menus and packaging to signage and purpose-driven spatial design, ensuring that every area caters to a distinct traveler need—whether rushing through, settling in, or seeking entertainment.
To further enhance its personality, we developed an illustration system inspired by the diverse travelers, these characters not only add a distinctive touch to the brand but also strengthen its connection with customers.
At the core of this transformation is a strategic concept where every detail is designed to deliver Peace of Mind—on travelers' own terms. The new slogan, “SABOR SIN ESCALAS” (Flavor Without Layovers), encapsulates this seamless, stress-free experience. Meanwhile, “CAFETERÍA EST. 1965” pays tribute to its legacy, honoring its history while embracing the future.
This project was a true collaboration between Wings, Espina and Thrust—redefining not just a brand, but a new experience model and category. By integrating purpose-driven design and a peace of mind experience, Wings remains in step with the fast-paced rhythm of airports, creating a space where visual identity, customer experience, and service innovation seamlessly converge.
