Smashburger has unveiled a dynamic brand refresh to mark its 17th anniversary. The leading better burger brand embarked on a new chapter with a revamped menu and a fresh visual identity.
Smashburger drew inspiration from what its fans love the most – juicy burgers meticulously crafted using the brand’s proprietary smashing technique, crispy fries, and bold flavors. It promises to deliver even more of what guests have ordered, blending innovation with the brand’s time-honored favorites.
Denise Nelsen, Smashburger CEO, said they decided to enhance their menu offerings with exciting new items after extensive regional market testing and feedback from their customers. “Our goal is to truly ‘own the smash’ by focusing on what we do best – creating craveable, high-quality smash burgers that you don’t find anywhere else,” she said. “We’re committed to delivering an exceptional dining experience that reflects our dedication to quality and innovation, and invite everyone to come in and experience it for themselves.”
Moreover, Smashburger also introduced a refreshed brand identity that infuses the company with vibrant new energy and a modern look. It features redesigned logos, new colors, fresh typefaces and a distinctive brand voice.
Thomas Prather, Smashburger Chief Marketing Officer, said their new brand aesthetic is rooted in reconnecting with their roots and creating an identity where the customers truly feel at home. “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.”
Smashburger has made some new additions to its menu, including Chicken Smash Burger, Scorchin’ Hot Fries, Spicy Jalapeno Smash, and Peanut Butter Cookie Shake, etc. Its enhanced menu items have been boosted with recipe upgrades that pack in even more delicious flavors and high-quality ingredients.
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