Smashburger reveals new brand aesthetic to reignite guest interest

Partnering with creative network agency X&O, Smashburger sought to more clearly communicate its offering after years of inconsistent brand identities. Its new cohesive brand aesthetic infuses the story of its roots with a fresh, modern look that is hoped to resonate with guests. Smashburger’s chief marketing officer, Thomas Prather, explains that the intention behind the bold rebrand is to encourage guests to “feel at home” and for the brand to restore its “distinctive swagger”.