Zaxby's was founded in 1990. As the brand continued to thrive and grow across the Southeast, it accumulated various logos and inconsistent graphics. After 25 years, it was time for a standardized brand guidelines to aid Zaxby's goal to become the next national brand. The in-house team of designers worked with brand managers, founders, and consumer research throughout the brand to create the very first Zaxby's Brand Book.

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Many hours were spent diving into Zaxby's history to better understand how the brand could accomplish both celebrating the historic, recognized brand and also bringing it up to today's modern standards. An "edgy heritage" style emerged that brought a retro nod but packed with modern flavor. We worked with Fort Foundry to design Zaxby's very own typeface system and a much needed refinement of the primary logo.