Burger Boy, a San Antonio restaurant legacy whose roots date back to the 1940s, has an emotional connection to the people of its community. For the launch of Burger Boy’s second location, Gensler embraced the city’s love for this iconic eatery and revamped its original logo to create a cohesive and expansive identity family. The holistic brand program extends to selfie walls, signage, iconography, and retro-style tin menus, which celebrate the classic vibe of the space. Staff uniforms, paper hats, product packaging, and branded merchandise and ephemera also received a refresh. Every touchpoint exudes a sense of excitement and brand pride, creating a memorable experience for patrons and staff alike.