How do you take a great dining concept and make it even more appealing? Range started by looking at the unique qualities of the food, the retail experience and the core ingredients of the brands operational excellence. A division of P.F. Chang's China Bistro, Pei Wei needed to create its own identity and direction for their brand. Targeting a distinct group of consumer tastes and demographics, Pei Wei's growing appeal required a unique brand experience that would establish its brand as the category leader.

Through extensive research and strategic planning, Range helped identify and define the unique brand characteristics of the Pei Wei brand and created a distinctive vocabulary that would become the foundation for its national growth. Range was charged with calibrating all aspects of the brands personality across all brand communication channels. Formulating a 360-degree view of how consumers interact with the brand and packaging Pei Wei's appeal for optimum visibility.

The Pei Wei brand and dining experience has become the benchmark for the entire quick casual dining category. Helping Pei Wei grow from a regional chain into national prominence. Range's ability to align Pei Wei's growth plans with a properly calibrated brand communication program has been a recipe for success. The result, a complete menu of unique and distinctive brand assets for Pei Wei to maintain its leadership position.