For over 50 years, Beefy King has been a beloved Orlando institution, known for its steamed roast beef sandwiches and no-frills, old-school charm. But during the pandemic, the restaurant faced a new challenge—reaching a younger, digital-first audience that was more likely to order online, engage with brands on social media, and expect a seamless, visually compelling experience both in-person and on their screens.

Beefy King needed a rebrand that elevated its identity while preserving its legacy. The goal? To capture the energy of a new generation of food lovers who appreciate authenticity but crave a fresh, modern experience.

We approached the rebrand with one goal in mind: make Beefy King feel as bold, exciting, and crave-worthy as the food itself. This meant the design had to be instantly recognizable, attention-grabbing, and optimized for both in-store and digital experiences.

To start that journey, we sketched out concepts that played with thick, blocky typography, high-contrast layouts, and bold, high-energy compositions to make the brand feel more youthful and confident. The goal was to balance nostalgia with an updated, street-style appeal, ensuring that longtime fans still recognized the brand while younger audiences felt a connection to its fresh look.

The warm, energetic palette of yellows, oranges, and reds consists of colors scientifically proven to stimulate appetite and create a sense of urgency, while the background textures and subtle overlays add depth and movement, making every piece of branding—from social media posts to in-store menus—feel dynamic and engaging.

Instead of a traditional fast-food font, we used bold, slightly distressed typefaces that convey power and confidence. The large, stacked text layouts were designed for maximum impact, ensuring readability on everything from Instagram feeds to drive-thru signage.

The food photography was elevated with dramatic lighting, close-up textures, and hyper-detailed shots to make every burger, sandwich, and fry look undeniably crave-worthy. Icons and graphic elements, like the outlined crown in the “Every King Needs a Crown” campaign, create visual consistency and reinforce the brand’s new personality.

A key part of the rebrand was the launch of Royalty Rewards, a modernized loyalty program designed to drive repeat visits and increase online orders. The new branding seamlessly integrated rewards messaging into social content, menus, and packaging. A digital-first approach made it easy for customers to earn points, redeem rewards, and stay engaged with the brand via mobile ordering and social media.

The rebrand successfully positioned Beefy King as a heritage brand with a modern edge, giving it a visual identity that appeals to both longtime customers and a younger, digital-savvy audience. The bold color palette, strong typography, and urban-inspired design elements transformed the way people engage with the brand—both in person and online.

With a revamped aesthetic, an energized social media presence, and a loyalty program fit for royalty, Beefy King now wears its crown with confidence. The result? A local legend that feels more relevant than ever, ready to reign for another 50 years.