Opportunity
Zaxbys was ready for growth and wanted to design a timeless and proud new look. They needed to refresh their visual identity system and restaurant environment to give customers a holistic experience that was more reflective of their brand today. Known for their popular sauces–they also knew it was time to maximize on their point of differentiation.
The Change
We modernized the current identity to feel more sophisticated, creating a new typographic palette that speaks to the brand’s sauciness and removing the apostrophe so that “Zaxbys” is no longer possessive, deepening the brand’s value of inclusivity.
In order to stand out in the oversaturated chicken category, it was also important to amplify what makes Zaxbys so special–their 12 signature sauces. Celebrating their manifesto, Stay Saucy, we created a new identity, premium packaging, and updated language for each sauce.
We then brought the fresh identity to life in a new restaurant format, with a modern farmhouse aesthetic and improved guest experience, accelerating Zaxbys’ growth and expansion into new markets.
Impact
Zaxbys now provides a consistent brand presence across every touchpoint, marking a new era for the brand and business. This bold reinvention has paved a path for Zaxbys to reach its 2025 target of 6% annualized growth.
