Yes, those are actual sesame seeds used to spell out the word “wing”.
Identity is a huge deal when it comes to branding, and what better way to establish a restaurant’s identity than to use some of its ingredients in a campaign? Crib is a local favorite for its flavorful wings and savory back ribs and the team of To Combine had taken it upon itself to come up with this meticulous output in reference to their menu. A level up from the typical computer-generated typography (but not exposing any “secret recipes”), the team used some of the restaurant’s ingredients, like sesame seeds and barbeque sauce, to form the words they used. This gives the campaign its added personality and depth, a unique visual – the phrase “looks good enough to eat” comes to mind.