Chapps is a family owned and operated business with 7 restaurants in the Dallas area and a 34-year history of making big, great tasting hamburgers. The family owners wanted to franchise their business. Our goal was to create an engaging, cohesive brand using in-store posters and other elements to attract new customers and ultimately franchise investors.
The simple traits that made Chapps successful became our inspiration to create a brand that embodied their strong work ethic and passion to make a great tasting burger. We started with a graphic look and feel we call, “Blue Collar Cool.” Classic and industrial in tone, the design direction takes its cues from an era of vintage craftsmen. The voice of the brand is a common sense, no B.S. attitude delivered with likable, relatable wit and humor.
Sales have been up over 8% since the new store relaunch!