KRYSTAL®

Redesigning a Southern Culture Icon.
Since its founding in 1932, the Krystal brand grew to prominence in the Southeast U.S. by serving more than just burgers and fries. It delivered a consistent experience of 'Fresh, Fun and Square'.

As the brand expanded to 400-plus restaurants, however, its graphics failed to keep pace, becoming dated in style and varied in application.  So with the launch of a new restaurant prototype, Krystal Company asked us to help rethink their packaging and merchandising to better deliver on the brand's core attributes while offering its employees a more intuitive system for filling orders accurately.

Source/Inc. contemporized the Krystal logo and built a new 'quadrant' device that evoked the brand's square-burger heritage while simplifying and strengthening its visual identity system.