Steak 'n Shake is a well-known American casual restaurant chain concentrated primarily in the Midwestern United States known for it's delicious burgers and unique milkshakes. This brand refresh aims to reflect the corporate changes Steak 'n Shake has undergone while retaining similar attributes of the previous branding, reminding the audience that while the business corporation has changed, their ideals have not. It holds a similar retro feel the brand encapsulated when founded through the bright primary color palette and the iconic wings found in the previous logo.
The rebrand also announces a new package design to drive-thru milkshakes. This cup has the same structure as our past Styrofoam container with the addition of a ring extension to hold a side of complementary French fries, catering to the much loved sweet and salty combination. The new milkshake package design will act as an incentive for previous and potential customers. Unlike competitors, Steak 'n Shake customers will not be required to spend additional money on a few golden fries to enjoy with their refreshing dessert.
