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Chevys Fresh Mex rebrand

Collateral, Consumer

Twenty-five years ago Chevys set the standard for fresh border cantina cuisine; years later and after changes in ownership, the brand had lost its fresh look and feel. The new management decided it was time to reinject fun back into the chain. San Francisco agency Hub Strategy, with consulting group Results Thru Strategy, revitalized the brand with a complete overhaul, rediscovering the restaurant’s irreverent voice and core creative.

Asked to look at all kinds of places in the restaurants where customers could be engaged through design and writing, the team applied a recharged voice to food drink menu design, in-store banners and posters, the website and Facebook page, server uniforms and even the little rings around the napkins. (They even rewrote and redesigned the mandated “Employees must wash hands” signs in the restrooms. And it’s all pretty darn funny. The redesign is made up of hand-placed woodblock type and custom illustration, all framed in an aged look with a color palette inspired by Mexican border cantinas. The new design elements launched in Sacramento pilot stores in January.

Jason Rothman/Peter Judd/Ben King/Juan Leguizamon/Sean Mosher-Smith/Jeremy Payne, designers; Leona Frey/Linda Birkenstock/Chris Elzinga, writers; Jason Rothman, associate creative director; DJ O'Neil/Peter Judd, creative directors.