Brooklyn-based design agency Tavern has worked with Sizzler Family Steak House, a heritage restaurant chain in the US, to revive its dying brand. Once boasting more than 200 locations along the country’s West Coast, the chain has suffered extensive losses over the years, reducing the number to around 84 at the time of writing. Desperately in need of a makeover, Sizzler’s management company reached out to Tavern to reimagine its age-old branding.

Keen not to lose the nostalgic aspects of the Sizzler brand – of which there are many – the designers at Tavern developed a fresh new look and feel by delving into the archive. Most notably they chose not to significantly change the Sizzler logo, instead opting to pare it back, put it in italics and render it as a literal cattle brand. They also took the iconic smoking ‘Z’s from the wordmark and used these across the rest of the branding, allowing for opportunities to “dial up the playfulness” with clever copy and menu item names.

The wordmark is complemented by a new cut of the heritage typeface Windsor, which was used by Sizzler throughout the 60s and 70s, and contrasted against the more contemporary Block Berthold, to bring further depth to the branding. In doing so, Tavern blends both modern and retro design aesthetics to nod to the restaurant’s deep roots, as well as its desire to engage with a new generation of foodies.

The finishing touches are an updated colour palette that does away with the old gradient in favour of a rich burnt maroon in reference to medium rare beef (which also provided inspiration for JKR’s Impossible rebrand).

This is topped with a series of illustrated characters, including the 50s cow mascot Ribby Ribeye and newer additions like Rippy the lobster tail, Toasty the cheese toast avatar, and the Salad Bar-barian. The designers credit Hanna-Barbera cartoons and mid-century southern California as the inspiration behind these new illustrations, as well as the Sizzler menu.

“We wanted to create a brand that resonates with longtime fans and a new generation of diners,” says Mike Perry, founder and creative director of Tavern. “By combining the best of Sizzler’s heritage with a modern aesthetic, we’ve revitalised a brand that isn’t just nostalgic, it’s joyful and exciting, and it casts the brand in a new, timeless light.”

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