• by Fern Siegel , September 6, 2024

Brooklyn-based Tavern has given Sizzler Family Steak House a new visual identity.

The chain’s agency of record wanted to inject new life into this West Coast icon, targeting millennials who had fond memories of the franchise in childhood.

“For a brand with such a strong nostalgia factor, a sense of heritage was key to winning back the hearts of fans,” said Mike Perry, creative director of Tavern. “The new identity system was built from a selection of heritage assets that were revived from the brand’s archives and refreshed to suit contemporary tastes.”

The sizzlin’ ZZ’s from the logo and the word “sizzle” were repurposed. The burnt maroon color underscores complements the restaurant as a steak house — noting medium rare is the proper order for a New York Strip. Heritage typeface was paired with a more contemporary Block Berthold to punch up the brand’s identity.

A forgotten cow mascot from the 1950s was brought back to life and renamed Ribby Ribeye. Ribby also has an entourage of new Taste Buddies, such as Rippy, the lobster tail, Toasty, the brand’s beloved cheese toast avatar, and the Salad Bar-barian. Sizzler’s popular menu was originally inspired by 1950s Hanna-Barbera cartoons and mid-century Southern California.

“We wanted to create a brand that resonates with longtime fans and a new generation of diners,” added Perry. “By combining the best of Sizzler’s heritage with a modern aesthetic, we’ve revitalized a brand that isn’t just nostalgic, it’s joyful and exciting. And it casts the brand in a new, timeless light.”