X&O Performs Focused Project Sprint
Smashburger has refreshed its branding. Working with X&O, the self-described ‘anti-agency’ that works anonymously and in sprints, the new Smashburger brand brings energy and a modern look featuring new logos, colors, typefaces and a brand voice presented across all touchpoints including wrappers, liners, menus, instore and more. X&O was brought in to help the Smashburger team better communicate its product and story, with a focus on making the brand more premium, modern, consistent and unified.
Key to the program, the letters in the wordmark and the logo itself are smashed without the use of an illustrated cooking tool, and the brand color has been subtly switched to a richer orange.
“Our new brand aesthetic is rooted with our roots and creating an identity where our guests truly feel at home, like they’re among friends…” said Smashburger Chief Marketing Officer Thomas Prather. “We wanted to ensure that every visit is an enjoyable escape, leaving our guests eagerly anticipating their next experience with us. Partnering with the experts at X&O allowed us to reinvigorate the brand and restore its distinctive swagger — their expertise helped us infuse Smashburger with fresh energy and bold character, resulting in a revitalized identity that truly reflects our vision and resonates with our guests.”
Founded in 2007 in Denver CO, Smashburger has 235 corporate and franchise restaurants.
