Zaxbys Brand Refresh

Zaxbys was ready to take their brand to the next level with a refreshed visual identity that still captured what makes them unique. As the brand geared up for growth, they sought a more sophisticated look while preserving their core identity.
We knew it was essential to maintain Zaxbys iconic silhouette, especially locking the arching logo above the medallion. From there, we modernized it to create a fresh, elevated image that honored their heritage while projecting a more mature presence.
A key update was removing the apostrophe, transitioning Zaxbys from a possessive form to a more inclusive, welcoming brand name. This shift reflects Zaxbys commitment to being a brand for everyone.
The redesigned primary logo marks the beginning of a new era for Zaxbys. With a modern, refined signature paired with a confident and iconic Lil’ Zax, the subtle heart shape within the logo nods to the love and care founders Zach McLeroy and Tony Townley poured into the first Zax location.
We kept the familiar red, white, and blue palette but updated the hues to align with the digital age. The new typographic style adds a dash of attitude that matches the brand's bold personality.
At the heart of Zaxbys brand is sauce—what truly sets them apart. To celebrate this, we introduced premium sauce packaging, elevating each of the 12 signature sauces into their own sub-brands. Each sauce now has its own distinct identity and unique language, reflecting their individual flair.
This bold reinvention embodies a proud, timeless Zaxbys that respects its roots while evolving for the future.