Church’s wanted a brand refresh without the high cost of a complete overhaul or one too far removed from its legacy of down-home hospitality and delicious chicken. It wanted to attract new customers while still connecting with its loyal regulars. Further, Church’s didn’t just want a new look. It wanted a strategic refresh that improved its customer and associate experience.
Miller Zell updated Church’s logo, adjusted the color palette, and refined the overall design, providing an elevated, more modern look while retaining brand equity. We made sure the redesign and core packaging worked well for both domestic and international restaurants. We also tested and then redesigned the uniforms and created a new art package that accommodates a variety of franchise footprints.
From Church’s restaurant associates to franchisees to executives, the redesign was a hit. The uniform program is scheduled to launch by the end of the year. The new packaging will be phased in upon the depletion of current inventory. Overall, Miller Zell’s partnership with Church’s has fostered increased traffic and comp checks, with Church’s enjoying its best performance in a decade.