Zaxbys Rebrand
Executing the full rebrand for Zaxbys was an opportunity to evolve the brand while staying true to its bold, flavorful identity. From refreshing the logo and color palette to redesigning packaging, in-store visuals, digital experiences, and marketing materials, every element was thoughtfully crafted to create a more modern, cohesive look. This page showcases the rebranding process, highlighting the strategy, design execution, and the impact of bringing a fresh new vision to life across all touchpoints.
Brand Guidelines
Agency Partner: ChangeUp Inc.
In-Store Packaging
The entire packaging suite was redesigned to ensure the brand's fresh new look was carried through every detail from the bag to the sauce. Available in 950+ Zaxbys locations nationwide.
Mobile App
As part of the rebrand, the Zaxbys app underwent a complete redesign to create a more seamless and engaging user experience through visuals. Available on Apple and Android.
Agency Partner: Scoresby International
Email and Digital Communications
We further extended this new look and feel to every consumer touchpoint by redesigning the email and in-app creative. Using our updated brand guidelines we were able to ensure a cohesive look, that improved both visual appeal and user experience for all loyalty communications moving forward.
Merchandising and Out of Home Advertising
While limited-time offerings are a key focus in our point-of-purchase and out-of-home advertising, we also developed a contingency kit to ensure stores have flexible promotional materials for highlighting core menu items between campaigns.
Lifestyle Photography Direction
