Hat Creek is a family-friendly, fast-casual chain of burger joints with over 20 locations across Texas and big plans for expansion. They approached Guerilla Suit needing a partner to bring their brand into the future and allow for flexibility and consistency as they grow their footprint.
There was so much great brand equity and personality built into Hat Creek's brand already. Our objective was to lean into what was already working within the brand system and broaden the world around it to provide depth and variety in a controlled and consistent manner.
In addition to updating the logo, we introduced a suite of new fonts that can be bold, playful, and quiet when needed. We freshened up the color palette and mixed in new flavors that complement one another and introduced a classic, playful illustration style that gives the brand a nostalgic, yet timeless appeal for both parents and kids.
Austin Advertising Federation ADDY Awards:
2023 - Best of Show - Digital
2023 - Judge’s Choice - Consumer Website
2023 - Gold - Consumer Website
2023 - Gold - Integrated Brand Identity Campaign
2023 - Silver - Illustration Series