The rebrand opportunity with Chapps extended to a variety of touchpoints, including the logo, interiors, menus, packaging and ads. These family-owned restaurants take great pride in making huge, juicy burgers, and they’ve done it for more than 35 years. It’s a great story, and we wanted it to come through in a clearer way. So we took cues from a nostalgic era of vintage craftsmen, adopting a classic look full of texture, grit and memorable messaging. The brand now conveys a quality feel that’s in line with its history—and its food.