Zac's Hamburgers

Zac’s Hamburgers, a family-operated business, has always believed in treating customers like members of the family. They aim to provide exceptional made-to-order meals and friendly service at prices that won’t break the bank. With a strong emphasis on family values, Zac’s needed a brand refresh that would resonate with their target audience of budget-conscious families with limited time to spend together.

Inspired by their mission and delicious food, I decided to take on the challenge of enhancing Zac’s branding. Although they did not approach me for this work, my appreciation for their business and its message motivated me to create this project. I saw potential in their existing branding and felt that it could be enhanced with some design refinements to better align with their values and audience.

Unlike typical fast food chains that focus primarily on speed and convenience, Zac’s Hamburgers stands out by centering their offerings around family values and community. Their unique value proposition emphasizes affordability without compromising quality, ensuring that families can enjoy delicious, made-to-order meals without financial strain. Zac’s commitment to family-centric solutions addresses the specific struggles of their audience, providing a welcoming and inclusive atmosphere that larger chains often overlook.

To achieve this, I developed a comprehensive branding strategy that highlighted Zac’s core values of family, flavor, and savings. I refreshed their visual identity with warm, inviting colors and family-centric imagery, creating a logo that is both friendly and approachable. My messaging strategy focused on maintaining a voice that is friendly but not insincere, and funny but not sarcastic, resonating deeply with their target audience.

The logo itself is derived from a spatula. As simple as this logo is for a hamburger restaurant, the stark silhouette allows for a more creative and expressive family of Zac icons. These icons come in the form of the previously established spatula, the food truck, the mouth, and the all-too-delicious burger. These symbols are found throughout the brand in its many different forms. Whether it’s a catering event, food truck, or at a Zac's establishment, the brand identity and logo remain consistent for all its customers.

In addition to visual and verbal branding, I created marketing materials that reinforced Zac’s unique positioning in the market. Campaigns centered around the theme of family moments, promoting the idea that every meal at Zac’s is an opportunity to create lasting memories. I also envisioned customer engagement initiatives such as family discount nights and community events, further fostering a sense of belonging and community among Zac’s customers.

The results of this brand refresh could be significant. Zac’s Hamburgers would likely experience increased brand recognition and customer loyalty, with positive feedback highlighting the welcoming atmosphere and strong family values. The marketing campaigns and family-centric initiatives could lead to a noticeable boost in sales, particularly during family discount nights, solidifying Zac’s position as a beloved family-friendly fast food chain.

Zac’s Hamburgers successfully redefined their brand identity to align with their core values and audience needs, demonstrating the power of a well-executed branding strategy. This project exemplifies how a focus on authenticity and community can differentiate a brand in a competitive market, creating lasting connections with customers and driving business growth.