Client: Big Boy, an American restaurant chain that has been around since 1936, specializes in burgers, breakfast, and diner food.
Problem: The Big Boy brand isn't appealing to younger audiences and isn't retaining its longer-term audience because it hasn't adapted to the new market trends. The brand needs a facelift to become more functional across different media to remain competitive and use contemporary business strategies (online ordering, app features, online advertising).
Solution: Redesign the brand identity to be more functional across contemporary media and retain the retro aesthetic as a brand differentiator.
Project Goals: Show visual design problem-solving process, execution of brand systems, and brand voice.
Making the take-out experience fun and colorful was another metric for the rebrand's success.
Big Boy's goal with this rebrand was to allow it to blend into more digital spaces easily. Online ordering and having a more mobile-friendly brand identity were crucial signs of success for this rebrand.
The previous logo was static, not designed to break down in scale and be a functional tool for the brand. This new logo aims to reference 1920s animation characters and be more simple and geometric. This redesign allows the character to be not only more versatile but allows for more movement and expression.
Mood Board & Process