When American fast-food hamburger chain White Castle wanted to bring a new brand-in-brand concept to life and extend its market reach, it partnered with Big Red Rooster to devise a brand identity and bring the restaurant design to life.

We aimed to create a new, innovative White Castle brand experience- Blaze Modern BBQ- featuring bold barbecue fare in a warm, inviting environment. The new offer had to combine effortlessly with White Castle’s historic brand, appealing to cult-like followers and a new customer type alike.

Heritage-inspired signature elements marry with a modern brand palette. Branded graphics identify the dual concept experience, and a bold historic montage wall pays homage to White Castle’s iconic 1950s imagery.

White Castle tested the Blaze Modern BBQ prototype at a renovated Lafayette, Indiana location.