KING·CASEY Branding and Design
Optimizing the Customer Experience for Retail and Restaurant Brands
Back Yard Burgers
Situation
Seeking to distinguish itself from mainstream QSR’s and position themselves in the growing “fast-casual” segment, Back Yard Burgers contracted King·Casey to develop an enhanced brand identity to communicate its move to a brand positioning focusing on its premium, cooked to order burgers.
King·Casey conducted an in-depth three phased identity
development program which resulted in a Back Yard Burgers brand identity which clearly communicates its core product, black angus burgers, as well as its premium quality brand positioning.
The Back Yard Burgers brand identity developed by King·Casey has been effective at generating increased traffic and sales for the brand while successfully transitioning it into the fast-casual segment.
The key objectives of the identity design study were to leverage Back Yard Burger’s strong brand equity elements, the grill and flame icons, while simultaneously communicating the brand’s premium brand positioning.
The key objectives of the identity design study were to leverage Back Yard Burger’s strong brand equity elements, the grill and flame icons, while simultaneously communicating the brand’s premium brand positioning.
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