In an attempt to differentiate themselves from their competitors, Wendy's is adjusting their public image as part of its "Future Fresh" initiative. They recently launched a new restaurant design that is both brave and risky by moving away from the colour red and embracing blue.
Not only does red attract your attention quickly, it also increases your appetite, making it the dominant colour used in the fast food sector – think McDonalds, Pizza Hut, KFC and Dairy Queen. Conversely, blue represses hunger and is seldomly associated with restaurants or food packaging. And it doesn't help that people don't associate blue with eating. Very few foods are naturally blue in colour. Beyond blueberries, grapes and plums, I bet you're hard-pressed to name another example. Let's watch and see if cyan blue (borrowed from the ribbon in Wendy's pigtails) works for this gutsy rebrand.