From Shiba Wings to FRY’D!: A Strategic Elevation
Every great brand reaches a moment where evolution becomes essential—not because something is broken, but because the opportunity has grown larger than the original frame.
Shiba Wings began as a bold, disruptive concept: allergen- and additive-free fried chicken built for a modern consumer, supported by innovative technology and a forward-thinking approach to food and community. It proved that premium, cleaner comfort food could thrive in a fast-paced QSR environment.
As the brand matured and demand increased, it became clear that the next phase required a broader, more universally accessible identity. That realization led to the strategic evolution of Shiba Wings into FRY’D!.
This is not a rebrand for novelty. It is a deliberate elevation designed to support scale, global relevance, and long-term brand equity.
Why the Rebrand Was Necessary
Shiba Wings was intentionally distinctive. Its name, visual identity, and early positioning spoke strongly to innovation and emerging culture, including Web3-aware audiences as the owners of the Shiba Inu logo. That focus helped establish credibility, community, and momentum.
However, as the brand prepared for wider adoption, one truth became unavoidable: mainstream audiences want clarity, immediacy, and familiarity. A customer should understand the offer instantly—without context, explanation, or cultural translation.
FRY’D! was created to remove friction while preserving substance.
The new brand is designed to be immediately recognizable, easy to embrace, and highly scalable across markets—welcoming customers regardless of whether they are crypto-savvy or completely unfamiliar with digital innovation.
This shift enables broader appeal without sacrificing originality, quality, or ambition.
Strategic Elevation, Not Reinvention
The transition from Shiba Wings to FRY’D! is best described as a strategic elevation.
The core promise remains intact: premium fast food made without allergens or additives, built with integrity and intention. What has changed is the precision of the brand expression—how it looks, how it speaks visually, and how it positions itself in a competitive global QSR landscape.
With leading industry experts at the helm, such as celebrity chef Eddie Cofie from channel 10, The Creative Method and Studio Placed, who have collectively created most of Australia’s biggest brands that have been scaled globally. We are positioned as a top tier competitor for mass adoption.
FRY’D! is sharper. Clearer. More confident in its role as a global brand.
What’s Changing
The evolution to FRY’D! introduces several important refinements:
- A streamlined menu engineered for consistency, speed, and operational excellence
- A complete visual identity rebrand designed for mainstream recognition and longevity
- A broadened target demographic that welcomes a wider customer base without diluting values
These changes ensure FRY’D! can scale efficiently while maintaining a premium experience at every location.
What Stays the Same
Despite the new name and visual language, the foundation remains unchanged:
- Allergen and additive free fast food
- Premium ingredients with no shortcuts
- A modern, technology-forward operating philosophy
- The same leadership, partners, and long-term vision
FRY’D! is not leaving its roots behind. It is strengthening them.
Rebranding Partners: Proven Leaders in Global QSR
To execute this evolution properly, Wing Brands partnered with some of the most respected names in brand design and architecture within the global food and QSR space.
The Creative Method – Brand Identity & Strategy
The Creative Method is an award-winning independent brand agency renowned for creating and reimagining some of Australia’s most iconic food brands. Their work spans strategy, naming, storytelling, packaging, and full-scale rebrands across QSR, FMCG, and beverage categories.
Their portfolio includes influential brands such as Guzman Y Gomez, El Jannah, Oporto, Red Rooster, Sumo Salad, Yenda, and Woolworths, as well as international projects including Japan’s leading canned coffee brand and U.S.-based Nektr Infusions.
The Creative Method’s work is recognized for its bold, story-driven approach—designs that don’t just look good, but drive customer loyalty, differentiation, and growth. Their impact has been acknowledged globally, including being named Agency of the Year at the World Brand Design Awards.
For FRY’D!, The Creative Method led the complete brand elevation—crafting an identity built to compete with global QSR leaders while remaining authentic, modern, and memorable.
Studio Placed – Architectural Design & Customer Experience
Studio Placed is one of Australia’s most in-demand architectural firms, known for designing commercially successful, consumer-centric hospitality spaces.
Their work has played a key role in revitalizing and expanding major QSR brands, including Red Rooster, Oporto, Guzman Y Gomez, Chargrilled Charlie’s, Chicken Treat, Woolworths and Soul Origin. Over the past decade, their designs have shaped how millions of customers experience modern fast food.
Studio Placed specializes in creating environments that are not only visually striking, but operationally intelligent—spaces that enhance throughput, improve customer flow, and reinforce brand identity at every touchpoint.
Partnering closely with The Creative Method, Studio Placed ensures FRY’D! locations are as effective behind the scenes as they are impactful on the street.
The First FRY’D! Flagship
The first FRY’D! flagship restaurant will open in Melbourne in the first quarter of 2026, marking the official launch of the new brand identity.
This location will act as a benchmark for future sites—showcasing the new menu, visual language, and customer experience while serving as a training and operational reference point for expansion.
Australia was selected intentionally as the launch market due to its sophisticated food culture, strong QSR competition, and appetite for premium concepts executed well.
Australia First. Global Next.
FRY’D! is being rolled out through a disciplined, market-led expansion strategy.
Australia is the initial focus. From there, the brand is engineered for global scalability, with Dubai identified as the next likely expansion market followed by America and the United Kingdom. This approach allows FRY’D! to maintain brand integrity, operational consistency, and quality control as it grows internationally.
Partnered with OnePlayr and Globe soccer, the brand is being taken to new heights to help strengthen its global dominance and footprint with onboarding a high profile football star as our newest brand ambassador.
Each market entry will be deliberate, data-informed, and aligned with long-term brand equity.
Looking Ahead
FRY’D! represents the future of Wing Brands’ flagship concept.
It is cleaner in message.
Stronger in positioning.
Built to travel.
Trust and honesty.
This evolution reflects a commitment to building brands that last—brands that resonate with customers, attract world-class partners, and raise the standard for what fast food can be.
Welcome to FRY’D!.