With a national franchise expansion underway and a desire to increase winter traffic, Sheridan’s needed epositioning, name evolution and a new identity. Willoughby Design's challenge was to retain the custard image and gain credibility with customers in a new category: coffee. We designed a prototype store in Kansas City’s Crown Center and the new identity has been implemented in both new and existing franchise locations nationally. The system includes everything from menu boards, promotional signage and store graphics to gift cards, franchisee materials and cup jackets. Wowie the Cool Cow even got a facelift.