Challenge

Sonic Drive-In is known to have some of the best burgers and most loyal fans among American fast-food and quick-service-restaurant brands. However, as the industry continue to grow strong, Sonic Drive-In’s revenue dropped as it failed to grow beyond its existing customer base. How can we capitalize on brand re-design to attract and connect with a new generation of customers?

Opportunity

Gen Z’s love for self-care and social media is unprecedented, which means there is an ever-growing interest in fast food brands that align more closely with their lifestyle and personal brands.

Solution

A refreshed look and feel and an OOH campaign that help the brand stand out among a sea of look-alike fast-food /quick-service competitors, and brings the drive-in experience back to the forefront of culture.

NEW Visual Identity

Butter, Charcoal and Sonic B-lurple

The new visual identity for the brand consists of colors inspired by key elements of the food and nostalgia for pre-social media, postmodern “dial-up internet” Y2K aesthetic.

OOH

Pull In. Chill Out.

Compositions that illustrate Sonic Drive-In as an oasis where Gen Z customers can stop by at any time of the day and recharge with food and good vibes…and also have a subtle smile-y face in it.