In-N-Out

Fast-Food Restaurant

Project: Case Study

About: Fast-food chain known for its classic burgers, fries, and shakes.

Based In: Irvine, California

Branding Service: Visual Identity & Logo Design

Intro

In-N-Out Burger began in 1948, as California's first drive-thru hamburger stand, a small family owned operation with the core idea of serving high-quality food, preparing it fresh, and treating every customer like family. In-N-Out revolutionized the industry by creating a new model for quick service dining that prioritized both efficiency and experience. They introduced the state's first drive-thru hamburger stand and revolutionized the industry with the innovation of the 2 way speaker system. The brand built its reputation by offering great burgers, fresh ingredients, hand-cut fries, and focusing on a people-first approach that has remained consistent for over 75 years. Over the decades, In-N-Out has become one of the most beloved fast food brands by cultivating a unique identity.

Goals

The core objective of the project was to update In-N-Out's visual identity in a way that honored its legacy while adapting it for the modern digital age to elevate the brand experience. The branding needed to feel contemporary while maintaining brand familiarity. The goal was to analyze and understand how In-N-Out's visual identity contributes to its brand perception. The focus was on identifying elements that reinforce the company's commitment to quality, customer satisfaction, and brand consistency. This understanding would inform the strategy to preserve what made In-N-Out so iconic, while creating a design system that could scale, evolve, and connect with the new generation of customers.

Process & Strategy

The process started with deep research into the brand's origin, iconography, and studying the designs over the years. Analyzing what has changed and what has remained. The goal was to amplify the core of the brand while finding areas of improvement for their visual identity and implementing a design system that felt cohesive and true to the brand. The strategy centered around the concept of modern nostalgia. Exploring opportunities for subtle enhancements without alienating their loyal customer base.

Creative Solution

By aligning the brand's visual and narrative elements with its core values, we've transformed Oseas Villatoro into a beacon for those seeking to express their authentic selves through fashion. The brand now stands as a testament to the power of clothing as a medium for storytelling, connection, and living life to the fullest.

Logo Designs:

The In-N-Out logo features a bold yellow arrow that symbolizes efficiency and their commitment to quick service. The type in the logo was adjusted to feature sharper angles that evoke a modern aesthetic. A subtle grid system gave structure to the previous design and added a wordmark version to work in smaller spaces.

Brand Colors:

The In-N-Out signature colors: red, white, and yellow evoke a sense of nostalgia and warmth. The colors were slightly adjusted to a more vivid hue while retaining the essence of the original colors. Maintaining the color palette was crucial for brand recognition and emotional connection with their audience.

Brand Typography:

Introduced a refreshed type system that was inspired by the early days of the brand. The wordmark features sharp, clean curves that adapt well to digital platforms. It was important that it felt familiar, but with a fresh contemporary translation.

Brand Patterns:

The iconic red, yellow, and white color palette remained, but with a slight tonal shift in the hues that made the colors feel vivid and alive.

Results

The visual identity refresh for In-N-Out preserved the essence of the iconic brand, while strengthening its foundation for the future. The subtle refinements made the logo, color palette, typography, and digital assets work in harmony to reflect what the brand is all about.