After my fellow teammates and I wrapped up Zaxby's first Brand Guidelines, (ever!) we started to apply it to existing assets. Zaxby's wing sauces were a great place to start. They were reminiscent of cartoons and clip art geared towards a much younger audience, but the brand was now evolving. Our style was developing into an "edgier" brand with a balanced mix of vintage design but with today's colorful flavor. We did months of research and gathered inspiration from classic emblems, posters and even old paint cans. With many iterations and revisions, we created 9 logo systems that are versatile and can seamlessly work interchangeably.

Now a much better reflection of the flavorful brand that Zaxby's is today.