BackYard Burgers

The Ask: Tennessee-based burger chain Backyard Burgers needed to refresh their image and create a consistent brand across their locations.

The Idea: The name “Backyard Burgers” invited a sense of nostalgia and meaning that had yet to be utilized. So, we took a little inspiration from our childhood backyards to create an atmosphere where you could almost hear Dad swearing at the grill.

My Role: I was the Senior Copywriter on this project. I visited Backyard Burger locations and worked with the strategist to create a new position for BYB. I then developed a new voice and tone for the chain and implemented it across touchpoints — from manifesto to menu.