BRIEF
By undergoing an extensive design process that involved researching, crafting content, designing, and building, the objective of this project was to create a new and improved Sonic’s Fast-Food experience aimed at the newer generations of working class. The Sonic Experience includes food and drink packaging, digital and physical advertisements, and merchandising that incorporates a new mascot and iconic color palette.
The primary focus: engage and excite audiences with a modern take on a 1950’s American diner.
PROBLEM
How can I create a rebrand of a popular yet outdated American fast-food restaurant to promote a user experience that is fun, fresh, and inclusive?
CHALLENGE
Transforming an outdated American fast-food restaurant into a modern and exciting dining experience depends on balancing nostalgia for existing patrons and allure of novelty for newer audiences. Strategic communication of brand aesthetic to customers and resonating with contemporary trends to stand out among competitors will determine the overall success of this redesign.
ROLE
Logo Design, Illustration, Marketing, Brand Identity
DURATION
January - April 2024 | 10 weeks
BRIEF HISTORY
Sonic started its journey under the name "Top Hat" in 1953. Started by a veteran of WWII, Sonic's brand was built on a strong appreciation of patriotism, American cuisine, and speedy service.
To this day, Sonic has maintained these principles and functions its stores through local franchisee owners.
TESTIMONIAL
Rosie, a former employee of Sonic in 1988 and Tucson native, provided deep insight on how Sonic functioned as an employer and brand in the community.
"As an employee, Sonic was always busy and popular among teenagers.
I remember that it was the first fast food place to offer jalapenos and real nacho cheese."
SPECIFIC ISSUES
By the 1990s, the term “retro-futurism” was used to describe the direction of the brand which is not applied through aesthetics or storytelling.
Although the brand started off strong in responding to the locals, it eventually became too outdated to compete. Other restaurants began to add jalapenos and even green chili to the menu while Sonic stopped innovating their menu and experience. As drive thru services have become more streamlined, the drive-in experience has lost what made it unique and fun.
BRAND REDESIGN
To stay true to the American patriotism that started Sonic, I decided to refocus on a subject that ties in both patriotism and the "retro-futurism" aesthetic: space age.
CONTEXT
After I realized Sonic’s deep connection within Tucson, I looked to Arizona when determining the creation of Sonic’s new mascot. From Tucson native Frank Borman, an astronaut on the Apollo 8 Mission, to the discovery of Pluto in Flagstaff, Arizona, I was surprised to see how Arizona stood out both nationally and internationally with its contributions to space exploration and science. It was at this point that I began to see how Sonic’s new space-themed brand perfectly complements an important aspect to Arizona’s culture.
In 1930, Arizona introduced the world to the 9th planet: Pluto.
Although it has since been reclassified as a dwarf planet, Arizona has
recently declared Pluto the state planet. Because of its recent award of “state planet” and its discovery within Arizona, Pluto became the muse of
Sonic’s new mascot.
recently declared Pluto the state planet. Because of its recent award of “state planet” and its discovery within Arizona, Pluto became the muse of
Sonic’s new mascot.
CRITERIA
Sonic’s new mascot must embody the brand’s focus on outer-space whimsy and energetic fun while also representing two major aspects of Arizona’s culture: space science and Hispanic heritage.
RESULT
Say hello to Pluto! With his youthful curiosity and energetic spirit, Pluto discovers the deliciously unique planets within the Sonic, a planetary system near our own solar system. Lime green suns, burger planets, and hotdog spaceships. Follow Pluto as he journeys through the tasty orbit of Sonic.
