Experience agency, ChangeUp has partnered with the popular chicken chain, Zaxbys , on their new look, which includes a new visual identity system and restaurant experience.
Zaxbys was ready to take their brand to the next level with a refreshed visual identity that still captured what makes them unique. As the brand geared up for growth, they sought a more sophisticated look while preserving their core identity.
A key update was removing the apostrophe, transitioning Zaxbys from a possessive form to a more inclusive, welcoming brand name. This shift reflects their commitment to being a brand for everyone while maintaining their Southern heritage.
The chicken segment is no stranger to large players including Chick-fil-A, Popeyes and KFC, all of which ended 2024 with more than 3,000 units nationwide. Zaxbys Chief Development Officer Mike Mettler said the brand, sitting around 980 units, is far from slowing down franchise expansion.
The redesigned primary logo marks the beginning of a new era for Zaxbys. With a modern, refined signature paired with Lil’ Zax, the subtle heart shape within the logo nods to the love and care founders Zach McLeroy and Tony Townley poured into the first Zax location.
ChangeUp kept the familiar red, white, and blue palette but updated the hues to align with the digital age. The new typographic style adds a dash of attitude that matches the brand’s bold personality.
At the heart of Zaxby’s brand is sauce. To celebrate this, ChangeUp introduced premium sauce packaging, elevating each of the 12 signature sauces into their own sub-brands. Each sauce now has its own distinct identity and unique language, reflecting their individual flair.
