REFRESHING AN ICON
When Halo Burger changed ownership in 2016, the new owners’ goal was to turn the regional cult favorite into Michigan’s premier QSR brand. But change can be hard, especially for an almost-100-year-old brand with deep roots in the community. The Halo team tapped us to bring freshness and scalability to the iconic chain without losing its nostalgic, mom-and-pop feel. From logo to food photography to messaging, we overhauled Halo’s brand to win over fans new and old.
We knew Halo Burger would shine in a crowded QSR market by embracing its Michigan heritage and Midwestern grit. Along with a pleasingly hyperbolic new tagline, “Michigan’s best burger since 1923,” we developed a folksy, friendly brand voice with messaging to match.
To complement Halo’s new identity and spark greater brand loyalty, we also designed a promotional campaign called “Receipt n’ Repeat.” Over the course of its two-month lifespan, the campaign resulted in as many as 24.5% more customers at Halo Burger any given day with an average daily increase of 6.5% more customers.
Central to the rebrand were the logo and beloved cow roundel, both of which received makeovers. The logo’s “Halo” is built from three parts: An approachable, vintage-y script, a star that acts as a signifier of excellence, and the halo—a key element of the brand since the 1960s. We built the visual identity up from there, maintaining the classic red while introducing black and hints of gold to drive home the brand’s tongue-in-cheek play on “heavenly” food experiences.