Big Boy Retro-Rebrand

Turning a 1936 brand for people who order food with rotary phones into a brand for people who order food with apps and rotary phones.
The Brief: Big Boy, an American restaurant chain founded in 1936, specializes in burgers, breakfast, and diner food.

Project Goals: A speculative project to show the visual design problem-solving process, execution of brand systems, and brand voice. 
Problem: The Big Boy brand isn't appealing to younger audiences and isn't retaining its long-term audience because it hasn't adapted to new market trends. The brand needed a refresh to become more functional across different media to remain competitive. These contemporary business strategies included online ordering, app features, and online advertising. 

Solution: Redesign the brand identity to be more functional across contemporary media while retaining the retro aesthetic as a brand differentiator.






Instagram Stories








Packaging & In-Store Signage









Ordering App


Big Boy's goal with this rebrand was to make it blend more easily into digital spaces. Online ordering and having a more mobile-friendly brand identity were crucial signs of success for this rebrand.




Logo Design





The previous logo was static, not designed to scale down and serve as a functional tool for the brand. This new logo aims to reference 1920s animation characters and be more straightforward and geometric. This redesign not only makes the character more versatile but also allows for greater movement and expression.






Mood Board & Process