Hospitality

On Our Radar: Zaxbys

The rebrand of its classic logo maintains the beloved “Lil’ Zax” chicken mascot while embracing its forward-looking vision

Published

1 month ago

October 4, 2025

Skylinn Jenkins VMSD SEPTEMBER-OCTOBER 2025

ZAXBYS PARTNERED WITH the design firm ChangeUp (Miamisburg, Ohio) to launch a bold, modern rebrand of the Southern fast-casual chain. Known for its chicken and signature sauces, Zaxbys sought to launch a new era with a reimagined visual identity and refined restaurant interiors. The rebrand of its classic logo maintains the beloved “Lil’ Zax” chicken mascot while embracing its forward-looking vision. Inside, ChangeUp redesigned the interior format to focus on efficiency for the customer, combining modern farmhouse aesthetics with a focus on improved customer experience. “This bold reinvention exemplifies a more grown up Zaxbys, while still honoring their heritage,” says Ryan Brazelton, Chief Creative Officer at ChangeUp. “The new identity and physical experience work hand in hand to deliver a more holistic brand experience that resonates with today’s customer.”

PHOTO GALLERY (2 IMAGES)

PHOTOS: CHANGEUP

MasterClass: ‘Re-Sparkling’ Retail: Using Store Design to Build Trust, Faith and Brand Loyalty

HOW CAN WE EMPOWER and inspire senior leaders to see design as an investment for future retail growth? This session, led by retail design expert Ian Johnston from Quinine Design, explores how physical stores remain unmatched in the ability to build trust, faith, and loyalty with your customers, ultimately driving shareholder value.

Presented by:
Ian Johnston
Founder and Creative Director, Quinine Design