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.
